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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Digital Dawn in Adland - Transforming Australian Agencies (Paperback)
Loot Price: R1,233
Discovery Miles 12 330
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Digital Dawn in Adland - Transforming Australian Agencies (Paperback)
Series: Routledge Studies in the History of Marketing
Expected to ship within 12 - 17 working days
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Drawing on a unique study of Australian advertising agencies at the
dawn of the digital era, this book provides a hitherto unexplored
study of the advertising industry at a point of its disruption. By
exploring the dynamic interaction between this established but
complacent industry, and a radically new communication medium, this
book reveals how advertising agencies were forced to change
fundamentally, yet as an industry helped shape the digital economy,
and the platforms that dominate it. Based on contemporary reports,
company archives, personal archives, and over 50 interviews with
past and current advertising practitioners across the range of
agency departments, this unique historical narrative reveals how
power shifts between agencies, advertisers, and other media
platforms forged the current models of advertiser-funded digital
media. For scholars of marketing, media, communication, and
contemporary history, this is an illuminating perspective on the
early impact of the digital revolution and its relevance to the
media landscape today.
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