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Digital Advertising
DOI link for Digital Advertising
Digital Advertising book
Digital Advertising
DOI link for Digital Advertising
Digital Advertising book
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ABSTRACT
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.
TABLE OF CONTENTS
part I|65 pages
Research Foundations
chapter 1|16 pages
Revisiting the Interactive Advertising Model (IAM) after 15 Years
chapter 3|14 pages
Trends and Opportunities for Digital Advertising Research
chapter 4|21 pages
A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel
part II|99 pages
Theory Breakthroughs
chapter 6|24 pages
Using Theory of Interactive Media Effects (Time) to Analyze Digital Advertising
chapter 7|14 pages
Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising
chapter 8|14 pages
The Role of Reversal Theory in Digital Advertising
chapter 9|28 pages
Advertising (In)Attention in the Digital Environment
part III|89 pages
New Approaches to Research
chapter 10|19 pages
Digital Advertising in a New Age
chapter 11|19 pages
Using Digital Media to Improve Public Health Communication
chapter 12|15 pages
Consumers’ Motivations for Lurking and Posting in Brand Communities on Social Networking Sites
chapter 13|21 pages
Assessing the Financial Value of Digital Advertising
chapter 14|13 pages
Between an Ad Block and a Hard Place
part IV|86 pages
Digital Media—Radiating Voices
chapter 15|26 pages
Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations
chapter 16|15 pages
Social Media Advertising
chapter 18|17 pages
Exploring Player Responses toward In-Game Advertising
part V|75 pages
Evaluating Digital Advertising
chapter 20|17 pages
International Digital Advertising
chapter 21|20 pages
A Review of Internet and Social Network Advertising Formats 1
chapter 22|16 pages
Measuring the Efficiency of Digital Advertising
chapter 23|20 pages
Health Advertising in the Digital Age
part VI|35 pages
Future Research Trends and Opportunities