Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising. INDICE: Introduction - The History and Business Environment of Digital Advertising - Forms and Content: Beyond the Pop-up - The Business Practice and Cultural Contours of Dataveillance - Conceiving User Approaches to Digital Advertising - Policy and Regulation - Creativity, Science and the New Consumer - Conclusions, Ethics and Future Directions
- ISBN: 978-0-230-22240-3
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 288
- Fecha Publicación: 12/11/2009
- Nº Volúmenes: 1
- Idioma: Inglés