Overview

This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising – in practice, communication, and commercial process. Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry’s working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry. Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.

Full Product Details

Author:   Iain MacRury (University of East London, UK) ,  Danae Manika
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9780367767730

ISBN 10:   0367767732
Pages:   334
Publication Date:   27 December 2024
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Forthcoming
Availability:   Not yet available  
This item is yet to be released. You can pre-order this item and we will dispatch it to you upon its release.

Table of Contents

List of Contributors Acknowledgements Chapter 1: Introduction: Advertising at a juncture Iain MacRury and Danae Manika Part I: Key Themes, Histories and Futures Chapter 2: Digital Advertising Histories and Futures: Approaching the 4th Industrial Revolution Iain MacRury Chapter 3: Augmented Reality in Advertising: Managing expectations in agency-client relationships around the use of emerging technologies Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker Chapter 4: The role of the archive: how solutions are arrived at in an online workscape Helen Powell and Paul Springer Chapter 5: Sustainable digital advertising and greenwashing Fiona Cownie and Rutherford Chapter 6: Hurdles to Efficient Digital Marketing Dr. Arpita Agnihotri, Dr. Saurabh Bhattacharya, and Prof. Natalia Yannopoulou Part II: New Forms Chapter 7: Advergaming: Context and Definitions Ed Vollans Chapter 8: Online culture spaces in offline commercial places: challenging meaning and boundaries through memes and advertising Victoria Esteves Chapter 9: Native advertising: concepts, theory, and practice Dr Joyce Costello and Dr Rufus Adebayo Chapter 10: There’s an app for that! Strategic marketing in a digital era Linda Brennan and Lukas Parker Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea Hyunsun Yoon Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes Iain MacRury Part III: Audiences, Consumers and Data Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors Jeeyun Oh and Soya Nah Chapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and Australia Julie Bilby and Vicky Wing Kei Ng Chapter 15: The Power and Responsibility of AI Advertising and the Customer Journey Kate Letheren , Hyun Seung “HS” Jin, and Gayle Kerr Part IV: Sectors and Case Studies Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age Wided Batat Chapter 17: The assessment of Tourism Advertising Effects: An introduction of AIDEA model Lisheng Weng Chapter 18: Digital Drug Marketing: Current Research and A New Agenda Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu Part V: Regulating Digital Advertising and Promotional Communication Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new General Law on Audiovisual Communication Patricia Núñez Gómez, Celia Rangel Perez, and Ainhoa Garcia Rivero Chapter 20: Digital Advertising and EU Digital Regulation Zihao Li Chapter 21: Identifying digital advertising: paradoxes and problems in governance Jonathan Hardy

Reviews

Author Information

Iain MacRury is Professor of Media and Communication at the University of Stirling, UK. Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions