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· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780367767730
· 쪽수 : 338쪽
· 출판일 : 2024-12-27
목차
List of Contributors
Acknowledgements
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Chapter 1: Introduction: Advertising at a juncture
Iain MacRury and Danae Manika
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Part I: Key Themes, Histories and Futures
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Chapter 2: Digital Advertising Histories and Futures: Approaching the 4th Industrial Revolution
Iain MacRury
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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
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Chapter 4: The role of the archive: how solutions are arrived at in an online workscape
Helen Powell and Paul Springer
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Chapter 5: Sustainable digital advertising and greenwashing
Fiona Cownie and Rutherford
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Chapter 6: Hurdles to Efficient Digital Marketing
Dr. Arpita Agnihotri, Dr. Saurabh Bhattacharya, and Prof. Natalia Yannopoulou
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Part II: New Forms
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Chapter 7: Advergaming: Context and Definitions
Ed Vollans
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Chapter 8: Online culture spaces in offline commercial places: challenging meaning and boundaries through memes and advertising
Victoria Esteves
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Chapter 9: Native advertising: concepts, theory, and practice
Dr Joyce Costello and Dr Rufus Adebayo
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Chapter 10: There’s an app for that! Strategic marketing in a digital era
Linda Brennan and Lukas Parker
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Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea
Hyunsun Yoon
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Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes
Iain MacRury
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Part III: Audiences, Consumers and Data
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Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors
Jeeyun Oh and Soya Nah
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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
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Chapter 15: The Power and Responsibility of AI Advertising and the Customer Journey
Kate Letheren , Hyun Seung “HS” Jin, and Gayle Kerr
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Part IV: Sectors and Case Studies
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Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age
Wided Batat
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Chapter 17: The assessment of Tourism Advertising Effects: An introduction of AIDEA model
Lisheng Weng
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Chapter 18: Digital Drug Marketing: Current Research and A New Agenda
Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu
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Part V: Regulating Digital Advertising and Promotional Communication
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Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new General Law on Audiovisual Communication
Patricia Nunez Gomez, Celia Rangel Perez, and Ainhoa Garcia Rivero
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Chapter 20: Digital Advertising and EU Digital Regulation
Zihao Li
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Chapter 21: Identifying digital advertising: paradoxes and problems in governance
Jonathan Hardy
