Advertising in the Digital Age

Theories and Practices

Sevil Yesiloglu, Joyce Costello

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English

Sage Publications Ltd
22 April 2024

Advertising & society; Advertising

With a digital media focus, Advertising shows what contemporary media theory means for the practice of advertising across digital platforms. The authors will provide the reader with an understanding of today's media environment and how it ties to the reality of working across promotional media industries. Applicable to both business and media schools, the text ties theory and concepts to a broad conception of practice to go beyond other books that focus on 'creativity' in advertising.

By: Sevil Yesiloglu, Joyce Costello
Imprint: Sage Publications Ltd
Country of Publication: United Kingdom
Dimensions: Height: 242mm, Width: 170mm,
Weight: 530g
ISBN: 9781529601978
ISBN 10: 1529601975
Pages: 304
Publication Date: 22 April 2024
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Chapter 1: Introduction to Online Advertising Chapter 2: The role of co-creation in Advertising Chapter 3: Measuring Engagement and Effectiveness of Online Advertising Chapter 4: Online Harms and Advertising Chapter 5: Real-time advertising Chapter 6: Branded content in Advertising Chapter 7 Exploring the Boundaries of Reality: A Look at Virtual and Augmented Reality Chapter 8: Native advertising: Balancing Creativity and Transparency Chapter 9: Mobile-geo targeting in advertising Chapter 10: Artificial intelligence in Advertising Chapter 11: Influencer advertising Chapter 12: The role of Product Placement in online advertising Chapter 13: The future of Online Advertising

Dr Sevil Yesiloglu is senior lecturer in Marketing at Queen Mary University of London. Sevil is Associate Fellow of HEA. Before joining Queen Mary University of London, Sevil was a senior lecturer and course leader in Advertising at London College of Communications (UAL). She has contributed to policy work in influencer culture, impact of influencers on advertising and the digital economy, and is cited in various UK and European government documents. Sevil’s research, teaching and consultancy projects cover digital aspects of advertising and marketing including online harms, brand-related content, influencer marketing and social media engagement. Dr Sevil Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement (2020). Joyce Costello is a senior lecturer at Cardiff Metropolitan University. Having spent 21 years as a broadcast journalist and public affairs specialist before entering academia. she has a wide variety of experience in dealing with international crises around the world as well as marketing campaigns in the public sector.