Digital Advertising

Hardcover | December 15, 2009

byAndrew McStay

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Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising.

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Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Ad...

ANDREW MCSTAY is Senior Lecturer for London College of Communication, University of the Arts London, UK. He has also published journals and texts in the areas of advertising, creativity, digital media, ethics and war reporting through new media.

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Format:HardcoverDimensions:208 pages, 9.6 × 6.34 × 0.81 inPublished:December 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230222404

ISBN - 13:9780230222403

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Table of Contents

Introduction
The History and Business Environment of Digital Advertising
Forms and Content: Beyond the Pop-up
The Business Practice and Cultural Contours of Dataveillance
Conceiving User Approaches to Digital Advertising
Policy and Regulation
Creativity, Science and the New Consumer
Conclusions, Ethics and Future Directions