The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current 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.
Table of Contents:
Volume 2: New Media, New Uses, New Metrics
Tables and Figures
Introduction to Volume 2
Ruth E. Brown
Part I: Social Media = New Channels
1. Social Media Engagement: Advertising Practices, Measurement, Issues, and Constraints
Jeremy Harris Lipschultz and Marc A. Smith
2. Social Media Marketing: A 3A's Model of Best Practices
Ming (Bryan) Wang
3. Investigating the Antecedents of Social Media Behavior among Multicultural Segments
J. P. James
Part II: Going Mobile
4. Mobile: Everyone's Answer Box
Courtney Jane Acuff
5. Branded Apps and Mobile Platforms as New Tools for Advertising
Rebecca Wang, Su Jung Kim, and Edward C. Malthouse
6. Unraveling User Psychology of Location Check-Ins via Mobile Devices: Motivations, Privacy Concerns, and Indirect Advertising Effects of Location-Based Information Sharing in Social Media
Hyang-Sook Kim
7. Real-Time Marketing: The Agility to Leverage "Now"
Rebecca Lieb
8. Fit or Unfit: The Role of Advertising in Wearable Devices
Jessica Groopman
9. Persuasive Avatars: Extending the Self through New Media Advertising
Sun Joo (Grace) Ahn and Jesse Fox
Part III: Algorithms, Analytics, and Concerns
10. Road of Discovery: The Intricacies of Search Marketing
Kathryn Mathews and Zachary Zaban
11. Programmatic: The Next Step in Media Buying, Audience Targeting, and Online Advertising
Mariama Holman, Chandler Drake, Yariv Drori, Carl Robitaille, Benjamin Irvin, Tom Triscari, and Nicholas Henderson
12. Measurement and Evaluation of New Platforms: Analytics Tools Explained
Tom Cattapan
13. Tracking Audience Data for Your Content on Social Platforms
Eric F. Brown
14. Privacy: Future Threat or Opportunity?
Laurie Thomas Lee
15. Ethical Advertising in Today's New Advertising Ecosystem
Peggy J. Kreshel
Epilogue: The Future of Advertising: What You Should Know
Valerie K. Jones and Rishad Tobaccowala
Select Bibliography
Index
About the Editors and Contributors
About the Author :
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.
Review :
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.
