Digital Advertising Evolution

Iain MacRury (University of East London, UK), Danae Manika

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Hardback

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English

Routledge
27 December 2024

Media studies; E-commerce: business aspects; Sales & marketing; Advertising; Media, information & communication industries

Series: Routledge Media and Cultural Studies Handbooks

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.

Edited by: Iain MacRury (University of East London UK), Danae Manika
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 790g
ISBN: 9780367767730
ISBN 10: 0367767732
Series: Routledge Media and Cultural Studies Handbooks
Pages: 322
Publication Date: 27 December 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

Iain MacRury is Professor of Media and Communication at the University of Stirling, UK. Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.