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Advertising is everywhere.
Whether you realise it or not, it¿s there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.
What¿s more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically.
So what are we to make of all this? This book will equip you with a thorough understanding of today¿s media environment and how ¿online¿ advertising differs from traditional ¿offline¿ models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.
List of contents
Chapter 1: Introduction to Online Advertising
Chapter 2: The role of co-creation in Advertising
Chapter 3: Measuring Engagement and Effectiveness of Online Advertising
Chapter 4: Online Harms and Advertising
Chapter 5: Real-time advertising
Chapter 6: Branded content in Advertising
Chapter 7 Exploring the Boundaries of Reality: A Look at Virtual and Augmented Reality
Chapter 8: Native advertising: Balancing Creativity and Transparency
Chapter 9: Mobile-geo targeting in advertising
Chapter 10: Artificial intelligence in Advertising
Chapter 11: Influencer advertising
Chapter 12: The role of Product Placement in online advertising
Chapter 13: The future of Online Advertising
About the author
Dr Sevil Yesiloglu is senior lecturer in Marketing at Queen Mary University of London. Sevil is Associate Fellow of HEA. Before joining Queen Mary University of London, Sevil was a senior lecturer and course leader in Advertising at London College of Communications (UAL). She has contributed to policy work in influencer culture, impact of influencers on advertising and the digital economy, and is cited in various UK and European government documents. Sevil’s research, teaching and consultancy projects cover digital aspects of advertising and marketing including online harms, brand-related content, influencer marketing and social media engagement. Dr Sevil Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement (2020).
Joyce Costello is a senior lecturer at Cardiff Metropolitan University. Having spent 21 years as a broadcast journalist and public affairs specialist before entering academia. she has a wide variety of experience in dealing with international crises around the world as well as marketing campaigns in the public sector.
