Digital Advertising Evolution

Auteur

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.

Résumé

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.

Contenu

List of Contributors

Acknowledgements

Chapter 1: Introduction: Advertising at a juncture

Iain MacRury and Danae Manika

Part I: Key Themes, Histories and Futures

Chapter 2: Digital Advertising Histories and Futures: Approaching the 4th Industrial Revolution

Iain MacRury

Chapter 3: Augmented Reality in Advertising: Managing expectations in agency-client relationships around the use of emerging technologies

Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker

Chapter 4: The role of the archive: how solutions are arrived at in an online workscape

Helen Powell and Paul Springer

Chapter 5: Sustainable digital advertising and greenwashing

Fiona Cownie and Rutherford

Chapter 6: Hurdles to Efficient Digital Marketing

Dr. Arpita Agnihotri, Dr. Saurabh Bhattacharya, and Prof. Natalia Yannopoulou

Part II: New Forms

Chapter 7: Advergaming: Context and Definitions

Ed Vollans

Chapter 8: Online culture spaces in offline commercial places: challenging meaning and boundaries through memes and advertising

Victoria Esteves

Chapter 9: Native advertising: concepts, theory, and practice

Dr Joyce Costello and Dr Rufus Adebayo

Chapter 10: There's an app for that! Strategic marketing in a digital era

Linda Brennan and Lukas Parker

Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea

Hyunsun Yoon

Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes

Iain MacRury

Part III: Audiences, Consumers and Data

Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors

Jeeyun Oh and Soya Nah

Chapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and Australia

Julie Bilby and Vicky Wing Kei Ng

Chapter 15: The Power and Responsibility of AI Advertising and the Customer Journey

Kate Letheren , Hyun Seung HS Jin, and Gayle Kerr

Part IV: Sectors and Case Studies

Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age

Wided Batat

Chapter 17: The assessment of Tourism Advertising Effects: An introduction of AIDEA model

Lisheng Weng

Chapter 18: Digital Drug Marketing: Current Research and A New Agenda

Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu

Part V: Regulating Digital Advertising and Promotional Communication

Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new General Law on Audiovisual Communication

Patricia Núñez Gómez, Celia Rangel Perez, and Ainhoa Garcia Rivero

Chapter 20: Digital Advertising and EU Digital Regulation

Zihao Li

Chapter 21: Identifying digital advertising: paradoxes and problems in governance

Jonathan Hardy