Digital Advertising

Description: Digital Advertising [Paperback] McStay, Andrew John Product Overview This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive the world's largest media companies, this second edition charts the scope of recent change at both analytical and creative levels. Accounting for a re-shaped advertising industry, this key text introduces the reader both to the practical make-up of digital advertising, and the theory needed to understand its history and future direction. Succinct and accessible, this is an ideal text for undergraduate courses in advertising, media studies, communications and marketing. This timely and engaging book is also an essential resource for academics and anyone interested in advertising and what funds modern media. New to this Edition: - Fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition - Added coverage of topics including: the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising - Increased number of case studies and analyses of campaigns Read more Details Publisher ‏ : ‎ Bloomsbury USA Academic; 2nd edition (January 1, 2016) Language ‏ : ‎ English Paperback ‏ : ‎ 224 pages ISBN-10 ‏ : ‎ 1137494344 ISBN-13 ‏ : ‎ 44 Item Weight ‏ : ‎ 12.8 ounces Dimensions ‏ : ‎ 6.14 x 0.53 x 9.21 inches Best Sellers Rank: #6,425,429 in Books (See Top 100 in Books) Customer Reviews: 4.1 4.1 out of 5 stars 6 ratings We have been selling used books since 2012, and we've learned that the most important thing is doing good business. Honesty is our policy. Free Shipping We ship worldwide. We have multiple warehouses around the world, so please note the extended handling time on certain listings.

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