000			03885nam a2200349Ia 4500
005			20260803094220.0
008			251212s2017 xx 000 0 und d
245	1		_aDigital advertising : _btheory and research / _cedited by Shelly Rodgers, Esther Thorson.
700	0		_aRodgers, Shelly; Thorson, Esther
260			_aNew York : _bRoutledge, Taylor & Francis Group, _c2017.
250			_aThird edition
300			_axxviii, 465 pages:
300			_c24 cm
500			_aIncludes index
020			_a9781138654457
650			_aInternet advertising
944			_aCIR
050			_a659.144 D56 2017
943			_b0 _c0 _d0 _e1 _f0 _g0 _h0 _i0 _j0
944			_b1 _c1 _d0
953			_pHED6065
546			_ain English
953			_cCollege Library
505			_aPART I: RESEARCH FOUNDATIONS 1. Revisiting the Interactive Advertising Model after 15 Years: An Analysis of Impact and Implications -- 2. Network Advertising Model -- 3. Trends and Opportunities for Digital Advertising Research: A Content Analysis of Advertising Age, 2000-2015 -- 4. A Systematic Analysis of Interactive Advertising Research through a Paradigm Funnel -- PART II: THEORY BREAKTHROUGHS 5. Digital Advertising Clutter in an Age of Mobile Media -- 6. Using Theory of Interactive Media Effects (TIME) to Analyze Digital Advertising -- 7. Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising -- 8. The Role of Reversal Theory in Digital Advertising -- 9. Advertising (In)attention in the Digital Environment PART III: NEW APPROACHES TO RESEARCH 10. Digital Advertising in a New Age: The Power of (Tele)Presence -- 11. Using Digital Media to Improve Public Health Communication -- 12. Consumers Motivations for Lurking and Posting in Brand Communities on Social Networking Sites -- 13. Assessing the Financial Value of Digital Advertising: An Event Study Approach -- 14. Between an Ad Block and a Hard Place: Advertising Avoidance and the Digital World PART IV: DIGITAL MEDIA RADIATING Voices 15. Who Creates Brand-Related Content, and Why? The Interplay of Consumer Characteristics and Motivations -- 16. Social Media Advertising: Unraveling the Mystery Box -- 17. Digital Advertising and Privacy -- 18. Exploring Player Responses towards In-Game Advertising: The Impact of Interactivity -- 19. New Methods for Measuring Advertising Efficacy -- 20. International Digital Advertising: Lessons from Around the World PART V: EVALUATING DIGITAL Advertising 21. A Review of Internet and Social Network Advertising Formats -- 22. Measuring the Efficiency of Digital Advertising -- 23. Health Advertising in the Digital Age: Future Trends and Challenges PART VI: FUTURE RESEARCH TRENDS AND OPPORTUNITIES 24. The Role of Culture in Electronic Word-of-Mouth Communication -- 25. Immersion in Games Exemplifies Why Digital Media Create Complex Responses to Ads -- 26. The Advent of Virtual Direct Experience (VDE) Research in Video Games: Integrating, Augmenting, and Informing Brand-Communication Strategies in Digital/Interactive Media -- 27. Advertising in Video Games: An Overview and Future Research Considerations -- 28. Easy Loving: Understanding Affect in Social Media -- 29. Considerations for Application of Computational Social Science Research Approaches to Digital Advertising Research
520			_aDigital 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.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _ajpascua _b2018-11-17 13:53:02 _djpascua _e2018-11-17 13:53:02
998			_a10725
999			_c10648 _d10648