ABSTRACT
This chapter presents the distinguishing features of advertising in a digital world. It begins with an analysis of the role of advertising in integrated marketing communication, which is placed within the context of the digital transformation of marketing, the creation of a digital world, and within the paradigm of the revolution in information and communication technologies and the development of the network society. The chapter focuses attention on the three elements that provide the rationale and framework for firms’ decisions: unique advertising value, the typology and properties of slogans, and formulas and creative styles in advertising. Since information and communications technology is developing so dynamically, every classification of e-marketing tools and online advertising presented will already be partially historical at the time of publication. The chapter concludes by asking whether advertising expresses symmetry or asymmetry of interests with respect to firms and e-consumers.
