The new advertising : branding, content, and consumer relationships in the data-driven social media era /
"The new advertising ... 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-volu...
Guardado en:
| Otros Autores: | , , |
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| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Santa Barbara, California :
Praeger,
c2016.
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 06110nam a2200433Ia 4500 | ||
|---|---|---|---|
| 001 | 99715328804151 | ||
| 005 | 20180809085803.0 | ||
| 008 | 180808s2016 caua b 001 0 eng d | ||
| 020 | |a 9781440833427 |q (set ; |q alk. paper) | ||
| 020 | |a 1440833427 |q (set ; |q alk. paper) | ||
| 020 | |a 9781440847844 |q (v. 1) | ||
| 020 | |a 1440847843 |q (v. 1) | ||
| 020 | |a 9781440847851 |q (v. 2) | ||
| 020 | |a 1440847851 |q (v. 2) | ||
| 020 | |a 9781440833434 |q (ebook) | ||
| 020 | |a 1440833435 |q (ebook) | ||
| 035 | |a (OCoLC)1048007644 | ||
| 035 | |a (OCoLC)on1048007644 | ||
| 040 | |a U@S |b spa |c U@S | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HF5823 |b .N49 2016 | |
| 245 | 0 | 4 | |a The new advertising : |b branding, content, and consumer relationships in the data-driven social media era / |c Ruth E. Brown, Valerie K. Jones, and Ming Wang, editors ; foreword by Don E. Schultz ; epilogue by Valerie K. Jones and Rishad Tobaccowala. |
| 260 | |a Santa Barbara, California : |b Praeger, |c c2016. | ||
| 300 | |a 2 v. : |b il. ; |c 25 cm. | ||
| 504 | |a Incluye referencias bibliográficas e índice. | ||
| 505 | 0 | |a v. 1. Traditional advertising transformed: Part I. New advertising: born of technology : Ripe for change: but resisting it / Don E. Schultz -- Consumer information overload: shift to consumer-centric advertising model / Keith A. Quesenberry -- Building relationships with empowered consumers / Jameson L. Hayes -- Big data and the digital transformation in advertising / Frank J. Mulhern -- Part II. Traditional morphs into new advertising : Customer relationship management strategy: more important now than ever before / Edward C. Malthouse -- Tailoring promotional materials: is it worth it? / Virginia M. McDermott, Sojung Claire Kim ; Emily Corlett, and Brent Starling -- Direct-to-consumer advertising and interactive media: historical development, stakeholder relations, regulatory challenges, and future directions / Sojung Claire Kim -- Electronic word-of-mouth and user-generated content: past, present, and future / Manu Bhandari and Shelly Rodgers -- Native advertising: engagement, deception, and implications for theory / Bartosz W. Wojdynski -- Streaming video: anytime, anywhere / Kelty Logan -- How does it play out?: The intersection of gaming and advertising / Nathaniel J. Evans -- Experimental marketing: interaction in Person / Sharice Kucera -- Part III. How and where to reach empowered consumer : Branding: changing the "how" and "where" in reaching today's consumers / Kristine Malkoski -- Content strategy in a paid/owned/earned media world / Judy Ungar Franks -- The interaction is the message: a framework for use experience approaches with owned media / Adam Wagler -- | |
| 505 | 0 | |a v. 2. New media, new uses, new metrics: Part I. Social media = new channels : Social media engagement: advertising practices, measurement, issues, and constraints / Jeremy Harris Lipschultz and Marc A. Smith -- Social media marketing: A 3A's model of best practices / Ming (Bryan) Wang -- Investigating the antecedents of social media behavior among multicultural segments / J.P. James -- Part II. Going mobile : Mobile: everyone's answer box / Courtney Jane Acuff -- Branded apps and mobile platforms as new tools for advertising / Rebecca Wang, Su Jung Kim, and Edward C. Malthouse -- 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 -- Real-time marketing: the agility to leverage "now" Rebecca Lieb -- Fit or unfit: the role of advertising in wearable devices / Jessica Groopman -- Persuasive avatars: extending the self through new media advertising / Sun Joo (Grace) Ahn and Jesse Fox -- Part III. Algorithms, analytics, and concerns : Road of discovery: the intricacies of search marketing / Kathryn Mathews and Zachary Laban -- 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 -- Measurement and evaluation of new platforms: analytics tools explained / Tom Cattapan -- Tracking audience data for your content on social platforms / Eric F. Brown -- Privacy: future threat or opportunity? / Laurie Thomas Lee -- 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. | |
| 520 | |a "The new advertising ... 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." --Descripción del editor. | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Internet advertising. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Social media. | |
| 650 | 7 | |a Publicidad. |2 UDESA | |
| 650 | 7 | |a Publicidad por Internet. |2 UDESA | |
| 650 | 7 | |a Mercadeo por Internet. |2 UDESA | |
| 650 | 7 | |a Medios sociales. |2 UDESA | |
| 700 | 1 | |a Brown, Ruth E., |e ed. | |
| 700 | 1 | |a Jones, Valerie K., |e ed. | |
| 700 | 1 | |a Wang, Ming |q (Ming (Bryan)), |e ed. | |