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Digital Advertising offers a detailed and current overview of the
field that draws on current research and practice by introducing
key concepts, models, theories, evaluation practices, conflicts,
and issues. With a balance of theory and practice, this book helps
provide the tools to evaluate and understand the effects of digital
advertising and promotions campaigns. New to this edition is
discussion of big data analysis, privacy issues, and social media,
as well as thought pieces by leading industry practitioners. This
book is ideal for graduate and upper-level undergraduate students,
as well as academics and practitioners.
Advertising Theory provides detailed and current explorations of
key theories in the advertising discipline. The volume gives a
working knowledge of the primary theoretical approaches of
advertising, offering a comprehensive synthesis of the vast
literature in the area. Editors Shelly Rodgers and Esther Thorson
have developed this volume as a forum in which to compare,
contrast, and evaluate advertising theories in a comprehensive and
structured presentation. With new chapters on forms of advertising,
theories, and concepts, and an emphasis on the role of new
technology, this new edition is uniquely positioned to provide
detailed overviews of advertising theory. Utilizing McGuire's
persuasion matrix as the structural model for each chapter, the
text offers a wider lens through which to view the phenomenon of
advertising as it operates within various environments. Within each
area of advertising theory-and across advertising contexts-both
traditional and non-traditional approaches are addressed, including
electronic word-of-mouth advertising, user-generated advertising,
and social media advertising contexts. This new edition includes a
balance of theory and practice that will help provide a working
knowledge of the primary theoretical approaches and will help
readers synthesize the vast literature on advertising with the
in-depth understanding of practical case studies and examples
within every chapter. It also looks at mobile advertising in a
broader context beyond the classroom and explores new areas such as
native advertising, political advertising, mobile advertising, and
digital video gaming.
Digital Advertising offers a detailed and current overview of the
field that draws on current research and practice by introducing
key concepts, models, theories, evaluation practices, conflicts,
and issues. With a balance of theory and practice, this book helps
provide the tools to evaluate and understand the effects of digital
advertising and promotions campaigns. New to this edition is
discussion of big data analysis, privacy issues, and social media,
as well as thought pieces by leading industry practitioners. This
book is ideal for graduate and upper-level undergraduate students,
as well as academics and practitioners.
Advertising Theory provides detailed and current explorations of
key theories in the advertising discipline. The volume gives a
working knowledge of the primary theoretical approaches of
advertising, offering a comprehensive synthesis of the vast
literature in the area. Editors Shelly Rodgers and Esther Thorson
have developed this volume as a forum in which to compare,
contrast, and evaluate advertising theories in a comprehensive and
structured presentation. With new chapters on forms of advertising,
theories, and concepts, and an emphasis on the role of new
technology, this new edition is uniquely positioned to provide
detailed overviews of advertising theory. Utilizing McGuire's
persuasion matrix as the structural model for each chapter, the
text offers a wider lens through which to view the phenomenon of
advertising as it operates within various environments. Within each
area of advertising theory-and across advertising contexts-both
traditional and non-traditional approaches are addressed, including
electronic word-of-mouth advertising, user-generated advertising,
and social media advertising contexts. This new edition includes a
balance of theory and practice that will help provide a working
knowledge of the primary theoretical approaches and will help
readers synthesize the vast literature on advertising with the
in-depth understanding of practical case studies and examples
within every chapter. It also looks at mobile advertising in a
broader context beyond the classroom and explores new areas such as
native advertising, political advertising, mobile advertising, and
digital video gaming.
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