000 02873cam a2200361 i 4500
001 1390188177
003 OCoLC
005 20250822161535.0
008 230714t20232023enka b 001 0 eng d
020 _a1529601983
020 _a9781529601978
020 _a9781529601978 (Paperback)
020 _a9781529601978
040 _aYDX
_beng
_cYDX
_erda
_dY@Y
_dOCLCO
_dY@Y
050 4 _aHF6146.I58
_bY37 2023x
082 _a658.872 YES 2023
100 1 _aYesiloglu, Sevil,
_eauthor.
_1https://id.oclc.org/worldcat/entity/E39PCjtBXWCPrYcTtwWXMmYybd
245 1 0 _aAdvertising in the digital age :
_btheories & practices /
_cSevil Yesiloglu & Joyce Costello
246 3 _aAdvertising in the digital age :
_btheories and practices
264 1 _aLondon :
_bSage,
_c[2023]
264 4 _c©2023
300 _a293 pages :
_billustrations ; 24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (pages [233]-285) and index.
505 0 _aIntroduction to online advertising -- The role of co-creation in advertising -- Measuring engagement and effectiveness of online advertising -- Online harms and advertising -- Real-time advertising -- Branded content in advertising -- Exploring the boundaries of reality: A look at virtual and augmented reality -- Native advertising: balancing creativity and transparency -- Mobile-geo targeting in advertising -- Artificial intelligence in advertising -- Influencer advertising -- The role of product placement in online advertising -- The future of online advertising.
520 _a"Advertising is everywhere. Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries". --
_cProvided by publisher
650 0 _aInternet advertising.
650 0 _aViral marketing.
700 1 _aCostello, Joyce,
_eauthor.
_1https://id.oclc.org/worldcat/entity/E39PCjwqhfxXhPGdfHDgXV4hd3
942 _2ddc
_cBK
_n0
999 _c546
_d546