This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising - in practice, communication, and commercial process.
This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising - in practice, communication, and commercial process.
Iain MacRury is Professor of Media and Communication at the University of Stirling, UK. Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.
Inhaltsangabe
List of contributors Acknowledgements Chapter 1: Introduction: Advertising at a juncture Iain MacRury and Danae Manika Part I: Key Themes, histories, and futures Chapter 2: Digital advertising histories and futures: Approaching the Fourth Industrial Revolution Iain MacRury Chapter 3: Augmented reality in advertising: Managing expectations in agency-client relationships around the use of emerging technologies Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker Chapter 4: The role of the archive: How solutions are arrived at in an online workscape Helen Powell and Paul Springer Chapter 5: Sustainable digital advertising and greenwashing Fiona Cownie and Rutherford Chapter 6: Hurdles to efficient digital marketing Arpita Agnihotri, Saurabh Bhattacharya, and Natalia Yannopoulou Part II: New forms Chapter 7: Advergaming: Context and definitions Ed Vollans Chapter 8: Online culture spaces in offline commercial places: Challenging meaning and boundaries through memes and advertising Victoria Esteves Chapter 9: Native advertising: concepts, theory, and practice Joyce Costello and Rufus Adebayo Chapter 10: There's an app for that! Strategic marketing in a digital era Linda Brennan and Lukas Parker Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea Hyunsun Yoon Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes Iain MacRury Part III: Audiences, consumers, and data Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors Jeeyun Oh and Soya Nah Chapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and Australia Julie Bilby and Vicky Wing Kei Ng Chapter 15: The power and responsibility of AI advertising and the customer journey Kate Letheren , Hyun Seung "HS" Jin, and Gayle Kerr Part IV: Sectors and case studies Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age Wided Batat Chapter 17: The assessment of tourism advertising effects: An introduction of AIDEA model Lisheng Weng Chapter 18: Digital drug marketing: Current research and a new agenda Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu Part V: Regulating digital advertising and promotional communication Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new general law on audiovisual communication Patricia Núñez Gómez, Celia Rangel-Perez, and Ainhoa Garcia Rivero Chapter 20: Digital advertising and EU digital regulation Zihao Li Chapter 21: Identifying digital advertising: paradoxes and problems in governance Jonathan Hardy
List of contributors Acknowledgements Chapter 1: Introduction: Advertising at a juncture Iain MacRury and Danae Manika Part I: Key Themes, histories, and futures Chapter 2: Digital advertising histories and futures: Approaching the Fourth Industrial Revolution Iain MacRury Chapter 3: Augmented reality in advertising: Managing expectations in agency-client relationships around the use of emerging technologies Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker Chapter 4: The role of the archive: How solutions are arrived at in an online workscape Helen Powell and Paul Springer Chapter 5: Sustainable digital advertising and greenwashing Fiona Cownie and Rutherford Chapter 6: Hurdles to efficient digital marketing Arpita Agnihotri, Saurabh Bhattacharya, and Natalia Yannopoulou Part II: New forms Chapter 7: Advergaming: Context and definitions Ed Vollans Chapter 8: Online culture spaces in offline commercial places: Challenging meaning and boundaries through memes and advertising Victoria Esteves Chapter 9: Native advertising: concepts, theory, and practice Joyce Costello and Rufus Adebayo Chapter 10: There's an app for that! Strategic marketing in a digital era Linda Brennan and Lukas Parker Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea Hyunsun Yoon Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes Iain MacRury Part III: Audiences, consumers, and data Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors Jeeyun Oh and Soya Nah Chapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and Australia Julie Bilby and Vicky Wing Kei Ng Chapter 15: The power and responsibility of AI advertising and the customer journey Kate Letheren , Hyun Seung "HS" Jin, and Gayle Kerr Part IV: Sectors and case studies Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age Wided Batat Chapter 17: The assessment of tourism advertising effects: An introduction of AIDEA model Lisheng Weng Chapter 18: Digital drug marketing: Current research and a new agenda Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu Part V: Regulating digital advertising and promotional communication Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new general law on audiovisual communication Patricia Núñez Gómez, Celia Rangel-Perez, and Ainhoa Garcia Rivero Chapter 20: Digital advertising and EU digital regulation Zihao Li Chapter 21: Identifying digital advertising: paradoxes and problems in governance Jonathan Hardy
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