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Digital Advertising Evolution (Routledge Media and Cultural Studies Handbooks) - Softcover

 
9780367767761: Digital Advertising Evolution (Routledge Media and Cultural Studies Handbooks)
Softcover
ISBN 10: 0367767767 ISBN 13: 9780367767761
Verlag: Routledge, 2026

Inhaltsangabe

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.

Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry's working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry.

Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.

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Über die Autorin bzw. den Autor

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.

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Verlag
Routledge
Erscheinungsdatum
2026
Sprache
Englisch
ISBN 10 
0367767767
ISBN 13 
9780367767761
Einband
Taschenbuch
Anzahl der Seiten
338
Herausgeber
MacRury Iain, Manika Danae
Kontakt zum Hersteller
BOOKS etc..
cs@booksetc.co.uk

BOOKS etc.
Aldershot
Vereinigtes Königreich
Verantwortliche Person
GPSR Kontakt
gpsr@libri.de

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