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
part II|99 pages
Theory Breakthroughs
part III|89 pages
New Approaches to Research
part IV|86 pages
Digital Media—Radiating Voices
chapter 18|17 pages
Exploring Player Responses toward In-Game Advertising
part V|75 pages
Evaluating Digital Advertising
part VI|35 pages
Future Research Trends and Opportunities