Digital Advertising Evolution (Routledge Media and Cultural Studies Handbooks)

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Synopsis
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.
Copyright:
2025

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781040274903
Related ISBNs:
9781003168485, 9780367767730, 9781040274712
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
selection and editorial matter, Iain MacRury and Danae Manika
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Social Studies
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Iain MacRury
Edited by:
Danae Manika

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