Advertising in the Digital Age: Theories and Practices

Advertising is pervasive and increasingly targeted using new technologies. This book provides an understanding of the media environment and the differences between online and offline advertising, and its impact on viewers. It is an ideal complement to courses in advertising, digital media, and communication.

Format: Hardback
Length: 304 pages
Publication date: 22 April 2024
Publisher: Sage Publications Ltd

Advertising is omnipresent in our daily lives, whether we consciously acknowledge it or not. It manifests itself in various forms, from the shows we watch on Netflix to the Instagram feeds we scroll through and the search results we encounter on Google. Moreover, advertisers are becoming increasingly sophisticated in their approach, utilizing cutting-edge technologies to tailor advertisements specifically to our interests.

The question that arises is what we should make of this pervasive presence of advertising. This book aims to provide a comprehensive understanding of the media landscape in the modern era, particularly in the realm of online advertising. It delves into the distinctions between online and traditional offline advertising models and explores the impact of advertising on viewers, encompassing everything from our purchasing habits to potential harm.

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 a clear perspective of the realities of working across various promotional media industries, enabling them to develop a comprehensive understanding of the advertising landscape in the 21st century.

Weight: 670g
Dimension: 242 x 170 (mm)
ISBN-13: 9781529601985