Advertising in New Formats and Media: Current Research and Implications for Marketers (Hardback)
  • Advertising in New Formats and Media: Current Research and Implications for Marketers (Hardback)
zoom

Advertising in New Formats and Media: Current Research and Implications for Marketers (Hardback)

(volume editor)
£80.99
Hardback 432 Pages / Published: 06/04/2016
  • We can order this

Usually dispatched within 2 weeks

  • This item has been added to your basket
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.

Publisher: Emerald Publishing Limited
ISBN: 9781785603136
Number of pages: 432
Weight: 748 g
Dimensions: 229 x 152 x 28 mm

You may also be interested in...

Wally Olins. Brand New.
Added to basket
Key Person of Influence
Added to basket
The Anatomy of Humbug
Added to basket
Ogilvy on Advertising
Added to basket
A Technique for Producing Ideas
Added to basket
Primalbranding
Added to basket
£12.99
Paperback
Get Up to Speed with Online Marketing
Added to basket
100 Ideas that Changed Advertising
Added to basket
Creative Advertising
Added to basket
The Adweek Copywriting Handbook
Added to basket

Please sign in to write a review

Your review has been submitted successfully.