Digital Advertising: Theory and Research

by Shelly Rodgers (Editor), Esther Thorson (Editor)

Overview

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Product Details

ISBN-13:	9781138654426
Publisher:	Taylor & Francis
Publication date:	03/07/2017
Series:	Advances in Consumer Psychology Series
Edition description:	3rd ed.
Pages:	496
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

Shelly Rodgers is Professor of Strategic Communication at the Missouri School of Journalism. With more than $18.5 million in grant support, her research focuses on advertising, health, and new technology.

Esther Thorson is Professor of Journalism at the College of Communication Arts and Sciences at Michigan State University. She spent 23 years as Associate Dean of Journalism at the University of Missouri.

Table of Contents

Chapter 1: The Interactive Advertising Model Chapter 2: The Interactive Advertising Model: An Empirical Study Chapter 3: Industry Trends in Digital Advertising Part II: Theory Breakthroughs Chapter 4: Digital Advertising Theory Chapter 5: Integrated Theoretical Approaches Chapter 6: MAIN Model Chapter 7: Schema Theory Website Chapter 8: Uses Gratifications Chapter 9: Double-Dipping Effect Chapter 10: Reversal Theory Chapter 11: Constitutive Rhetoric Part III: New Approaches to Research Chapter 12: Research: Overview Chapter 13: New Approaches in Social Media Chapter 14: New Approaches in Source Effects Chapter 15: New Approaches in Digital Messaging Chapter 16: Advergaming Chapter 17: Advertising and Promotion Budgeting Chapter 18: Message Strategies Chapter 19: Customized Communication Chapter 20: New Approaches to Getting Consumers’ Attention Part IV: Digital Media –Radiating Voices Chapter 21: Digital Promotional Techniques and Channel Selection: Overview Chapter 22: The Role of Search Behavior Chapter 23: Segmentation and Target Audience Selection Chapter 24: Mobile Devices Chapter 25: Smartphones Chapter 26: In-game Advertising Player difficulty and player Chapter 27: Facebook/Twitter Brand liking and Facebook/Twitter Chapter 28: Emerging Markets Chapter 29: Global Reach Part V: Evaluating Digital Advertising Chapter 30: Efficacy of Digital Advertising Chapter 31: Assessing Digital Advertising Efficiency Chapter 32: Evaluating Digital Advertising Chapter 33: New Metrics Chapter 34: Multimedia Channels Chapter 35: Search Engine Optimization Part VI: Future Research Trends and Opportunities Chapter 36: Controversies and Issues: Overview Chapter 37: Privacy Chapter 38: Online Tracking Chapter 39: Ad Blocking and Ad Avoidance Chapter 40: Adolescents and Privacy Chapter 41: The Future of Digital Advertising

Editorial Reviews

'Since advertising is a constantly evolving and changing means of communicating with consumers, there is an ongoing need for the most current thinking about advertising to guide practitioners and academics. This book provides this direction by focusing on the digital realm as the lens for understanding and utilizing advertising in today’s marketplace. The editors accomplish this by compiling perspectives about digital advertising from advertising experts and scholars. The result is a book that reveals the current state of digital advertising and practical suggestions for how digital communication efforts can be optimized.' —Les Carlson, Professor of Marketing, University of Nebraska-Lincoln

'Digital Advertising: Theory and Research evaluates the past, examines the present, and explores the future of digital advertising. Luminaries and rising stars in both the academy and the profession offer valuable insights and opportunities for students, researchers, and practitioners.' —Sally J. McMillan, Professor of Advertising and Public Relations, University of Tennessee

'The evolving world of digital media can be challenging to study. Covering topics from advertising avoidance to word of mouth as well as cultural and international perspectives, this volume provides contemporary theoretical insights and relevant research discussions from leading advertising scholars and is infinitely useful for students and seasoned researchers alike.' —Kim Sheehan, Professor and Director of the Honors Program, School of Journalism and Communication, University of Oregon

From the Publisher