Digital Advertising, Third Edition: Theory and Research

Digital Advertising, Third Edition: Theory and Research

Routledge | English | 2017 | ISBN-10: 1138654426 | 496 Pages | PDF | 6.66 mb
by Shelly Rodgers (Editor),? Esther Thorson (Editor)

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.

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