Advertising in the Digital Age: Theories and Practices

Advertising is pervasive and uses new technologies to target individuals. This book provides an understanding of the media environment and how online advertising differs from traditional offline models. It covers various types of advertising, their impact on viewers, and their role in the digital media and communication industry.

Format: Paperback / softback
Length: 304 pages
Publication date: 22 April 2024
Publisher: Sage Publications Ltd

Advertising is omnipresent in our daily lives, infiltrating various aspects of our media consumption. From the shows we watch on Netflix to the Instagram feeds we scroll through, and even the search results we encounter on Google, advertisements are present. Moreover, advertisers are becoming increasingly sophisticated in their tactics, utilizing advanced technologies to tailor advertisements to our specific interests and preferences.

The question that arises is how we should navigate this pervasive advertising landscape. This book aims to provide a comprehensive understanding of the modern media environment and the distinct differences between online and traditional offline advertising models. In the age of influencers, big data, artificial intelligence (AI), and social media, the world of advertising has undergone a significant transformation. We will explore various types of advertising, their impact on viewers, and the broader implications for our buying habits and societal well-being.

By integrating theory and concepts with practical applications, this volume serves as an invaluable complement to courses in advertising, digital media, and communication. It equips readers with the skills and knowledge necessary to navigate the complex terrain of promotional media industries and gain a clear perspective on the realities of working within these fields.

Weight: 528g
Dimension: 169 x 242 x 22 (mm)
ISBN-13: 9781529601978