| 000 | 02415nam a2200277Ii 4500 | ||
|---|---|---|---|
| 001 | ocn950476243 | ||
| 003 | OCoLC | ||
| 005 | 20240730094315.0 | ||
| 008 | 160524s2016 nyua b 001 0 eng d | ||
| 020 | _a9781137494344 | ||
| 040 | _cTBS | ||
| 041 | _aeng | ||
| 050 | 4 |
_aHF5826.5 _b.M366 2016 |
|
| 100 |
_aMcStay, Andrew _d1975- _eauthor _921776 |
||
| 245 | 1 | 0 |
_aDigital advertising _c/ Andrew Mcstay. |
| 250 | _aSecond edition. | ||
| 260 |
_aNew York, NY ; London : _bPalgrave Macmillan, _c2016. |
||
| 300 |
_aviii, 221 pages : _billustrations (black and white) ; _c24 cm. |
||
| 504 | _aIncludes bibliographical references (pages 210-217) and index. | ||
| 505 | 0 | _aDigital : the capacity to do things they never could before — The history and business of digital advertising — How it works : standard digital media — How it works : non-standard digital media — Creativity — Beyond interruption : attention, authenticity and being native — Media hacking — Adblocking and fraud : threats to advertising — Advertising to children : regulations and ethics for digital media — Ad-tech : analytics, big data, profiling and identity — Emphatic media : emotiveillance and the future of out of home advertising — Privacy : the case of mobile apps for Android — Conclusions : reconciling art and science in advertising. | |
| 520 | _aIn order to comprehend modern media, we need to understand how advertising works. Digital Advertising provides an assessment of contemporary and emergent advertising techniques that drive the world's largest media companies. This second edition has been fully updated to account for the reshaped advertising industry and transformed media landscape since the publication of the first edition, taking on topics including the creative uses of technology, novel modes of storytelling, ad blocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising. Incorporating an increased number of case studies and analyses of campaigns, this timely and engaging text is an essential resource for students, academics and anyone interested in advertising and media. | ||
| 526 | _aM1CO Marketing: Communication and Client Relationship | ||
| 650 | 0 |
_aDigital media _99437 |
|
| 650 | 0 |
_aAdvertising _xDigitization _923549 |
|
| 942 | _2lcc | ||
| 999 |
_c2064 _d2064 |
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