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.

part I|65 pages

Research Foundations

part III|89 pages

New Approaches to Research

part V|75 pages

Evaluating Digital Advertising

part VI|35 pages

Future Research Trends and Opportunities

chapter 26|4 pages

The Advent of Virtual Direct Experience (VDE) Research in Video Games

Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media

chapter 27|4 pages

Advertising in Video Games

An Overview and Future Research Considerations

chapter 28|7 pages

Easy Loving

Understanding Affect in Social Media