Name: Digital Advertising
SKU: 49386914
Price: 54.83 EUR
Availability: InStock
Author: Andrew John Mcstay
ISBN: 9781137494344

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Type

Physical Book

Publisher

Palgrave

Author

Andrew John Mcstay

Year

2016

Language

English

Pages

224

Format

Paperback

ISBN13

9781137494344

Edition No.

Synopsis "Digital Advertising "

This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive the world’s largest media companies, this second edition charts the scope of recent change at both analytical and creative levels. Accounting for a re-shaped advertising industry, this key text introduces the reader both to the practical make-up of digital advertising, and the theory needed to understand its history and future direction. Succinct and accessible, this is an ideal text for undergraduate courses in advertising, media studies, communications and marketing. This timely and engaging book is also an essential resource for academics and anyone interested in advertising and what funds modern media.

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Synopsis "Digital Advertising "

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