000 02836cam a2200349 i 4500
999 _c89993
_d89993
003 CITU
005 20250718164744.0
008 230714t20232023enkm b a001 0 eng d
020 _a1529601983
020 _a9781529601985
020 _a9781529601978 (Paperback)
020 _a1529601975 (Paperback)
041 _aeng
050 4 _aHF6146.I58
_bY37 2023x
082 0 0 _223
_a659.1
100 1 _aYesiloglu, Sevil,
_eauthor.
_1https://id.oclc.org/worldcat/entity/E39PCjtBXWCPrYcTtwWXMmYybd.
245 1 0 _aAdvertising in the digital age :
_btheories & practices /
_cSevil Yesiloglu & Joyce Costello.
246 3 _aAdvertising in the digital age :
_btheories and practices.
264 1 _aLondon :
_bSage,
_c[2023]
264 4 _c2023.
300 _a vii, 293 pages :
_billustrations ;
_c24 cm.
336 _atext
_btxt
_2rdacontent.
337 _aunmediated
_bn
_2rdamedia.
338 _avolume
_bnc
_2rdacarrier.
504 _aIncludes bibliographical references (pages [233]-285) and index.
505 0 _aIntroduction to online advertising -- The role of co-creation in advertising -- Measuring engagement and effectiveness of online advertising -- Online harms and advertising -- Real-time advertising -- Branded content in advertising -- Exploring the boundaries of reality: A look at virtual and augmented reality -- Native advertising: balancing creativity and transparency -- Mobile-geo targeting in advertising -- Artificial intelligence in advertising -- Influencer advertising -- The role of product placement in online advertising -- The future of online advertising.
520 _a"Advertising is everywhere. Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries". --
_cProvided by publisher.
650 0 _aInternet advertising.
650 0 _aViral marketing.
700 1 _aCostello, Joyce,
_eauthor.
_1https://id.oclc.org/worldcat/entity/E39PCjwqhfxXhPGdfHDgXV4hd3.
942 _2ddc
_cBK