Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

About the Author

Shelly Rodgers is Professor of Strategic Communication at the Missouri School of Journalism. With more than $18.5 million in grant support, her research focuses on advertising, health, and new technology.

Esther Thorson is Professor of Journalism at the College of Communication Arts and Sciences at Michigan State University. She spent 23 years as Associate Dean of Journalism at the University of Missouri.

Reviews

'Since advertising is a constantly evolving and changing means of communicating with consumers, there is an ongoing need for the most current thinking about advertising to guide practitioners and academics. This book provides this direction by focusing on the digital realm as the lens for understanding and utilizing advertising in today's marketplace. The editors accomplish this by compiling perspectives about digital advertising from advertising experts and scholars. The result is a book that reveals the current state of digital advertising and practical suggestions for how digital communication efforts can be optimized.' -Les Carlson, Professor of Marketing, University of Nebraska-Lincoln

'Digital Advertising: Theory and Research evaluates the past, examines the present, and explores the future of digital advertising. Luminaries and rising stars in both the academy and the profession offer valuable insights and opportunities for students, researchers, and practitioners.' -Sally J. McMillan, Professor of Advertising and Public Relations, University of Tennessee

'The evolving world of digital media can be challenging to study. Covering topics from advertising avoidance to word of mouth as well as cultural and international perspectives, this volume provides contemporary theoretical insights and relevant research discussions from leading advertising scholars and is infinitely useful for students and seasoned researchers alike.' -Kim Sheehan, Professor and Director of the Honors Program, School of Journalism and Communication, University of Oregon

Book Information
ISBN 9781138654457
Author Shelly Rodgers
Format Paperback
Page Count 466
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 700g