Digital Advertising: Theory and Research

3rd Edition

Shelly Rodgers, Esther Thorson

Routledge
Published February 27, 2017
Reference - 466 Pages - 20 B/W Illustrations
ISBN 9781138654457 - CAT# Y229083

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Summary

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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