The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era [2 volumes]

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Description

The era of "big data" has revolutionized many industriesincluding advertising. This is a valuable resource that supplies current, authoritative, and inspiring information aboutand examples ofcurrent and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring.

Reviews

This two-volume set concerns the numerous changes that have occurred in advertising as a result of new technology, social media, and interactive consumers. . . . The chapters are informative and easy to read. Summing Up: Recommended. Upper-division undergraduates through faculty. * Choice *

Author Bio

Ruth E. Brown, PhD, is professor of advertising and public relations in the College of Journalism and Mass Communications, University of Nebraska-Lincoln. Valerie K. Jones is an advertising agency veteran turned assistant professor of advertising and public relations at the University of Nebraska-Lincoln, College of Journalism and Mass Communications. Ming Wang, PhD, is assistant professor of advertising and public relations in the College of Journalism and Mass Communications at the University of Nebraska-Lincoln.