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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Advertising in New Formats and Media - Current Research and Implications for Marketers (Hardcover)
Loot Price: R2,302
Discovery Miles 23 020
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Advertising in New Formats and Media - Current Research and Implications for Marketers (Hardcover)
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The advertising universe is changing rapidly. New communication
technologies such as live streaming, gaming, social media and
social networking sites, online brand communities and blogs have
given advertisers new platforms to communicate and promote their
messages. Two remarkable phenomena are apparent: interactivity in
online communication; and integration of editorial and commercial
content - or the combination of both of these. Academic research is
increasingly focusing upon these new techniques and formats, how
they work, and how consumers are affected by or respond to them.
This book makes an important contribution to the field of
advertising in bringing together state-of-the-art insights into new
advertising formats and how they work. Split into three sections:
"The Changing Advertising Universe", "Advertising in a Digital
Connected World" and "Hidden but Paid for: Branded Content" the
book provides conceptual overviews, discusses recent academic
literature, reports new research work, and develops viewpoints on
the key issues. Together, it provides a valuable overview of
insights into modern advertising practice for advertising academics
and practitioners alike.
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