Digital Advertising Evolution
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Digital Advertising Evolution
MacRury, Iain; Manika, Danae
Taylor & Francis Ltd
12/2024
334
Dura
9780367767730
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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 Nunez Gomez, 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
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 Nunez Gomez, 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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
sustainable advertising;advertising history;virtual reality;greenwashing;augmented reality;advergaming;memes;native advertising;branded entertainment;strategic marketing;consumer behaviour;data;privacy;artificial intelligence;branded content;advertising ethics;advertising governance;advertising regulation
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 Nunez Gomez, 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
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 Nunez Gomez, 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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
sustainable advertising;advertising history;virtual reality;greenwashing;augmented reality;advergaming;memes;native advertising;branded entertainment;strategic marketing;consumer behaviour;data;privacy;artificial intelligence;branded content;advertising ethics;advertising governance;advertising regulation
