Description
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.
About the Author
Edited by Patrick De Pelsmacker, University of Antwerp, Antwerp, Belgium
Reviews
Patrick De Pelsmacker presents readers with a comprehensive examination of the new media landscape and the changes that have come to advertising with the emergence of digital and other new formats in media. The editor has organized the seventeen selections that make up the main body of the text in three parts devoted to the changing universe of advertising, advertising in a digitally connected world, and the hidden but paid for world of branded content and content marketing. De Pelsmacker is a faculty member of the University of Antwerp in Belgium. -- Annotation * (protoview.com) *
Book Information
ISBN 9781785603136
Author Patrick Pelsmacker
Format Hardback
Page Count 432
Imprint Emerald Group Publishing Limited
Publisher Emerald Publishing Limited
Weight(grams) 746g
About the Author
Edited by Patrick De Pelsmacker, University of Antwerp, Antwerp, Belgium
Reviews
Patrick De Pelsmacker presents readers with a comprehensive examination of the new media landscape and the changes that have come to advertising with the emergence of digital and other new formats in media. The editor has organized the seventeen selections that make up the main body of the text in three parts devoted to the changing universe of advertising, advertising in a digitally connected world, and the hidden but paid for world of branded content and content marketing. De Pelsmacker is a faculty member of the University of Antwerp in Belgium. -- Annotation * (protoview.com) *
Book Information
ISBN 9781785603136
Author Patrick Pelsmacker
Format Hardback
Page Count 432
Imprint Emerald Group Publishing Limited
Publisher Emerald Publishing Limited
Weight(grams) 746g
