Digital Dawn in Adland - Transforming Australian Agencies (Hardcover)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Studies in the History of Marketing
Release date:	June 2021
First published:	2021
Authors:	Robert Crawford
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover
Pages:	166
ISBN-13:	978-1-138-39388-2
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	1-138-39388-6
Barcode:	9781138393882

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