Enhanced descriptions from Syndetics:

This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive the world's largest media companies, this second edition charts the scope of recent change at both analytical and creative levels. Accounting for a re-shaped advertising industry, this key text introduces the reader both to the practical make-up of digital advertising, and the theory needed to understand its history and future direction.

Succinct and accessible, this is an ideal text for undergraduate courses in advertising, media studies, communications and marketing. This timely and engaging book is also an essential resource for academics and anyone interested in advertising and what funds modern media.

New to this Edition:
- Fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition
- Added coverage of topics including: the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising
- Increased number of case studies and analyses of campaigns

Reviews provided by Syndetics

CHOICE Review

This book addresses advertising in the digital age and covers the subject well. In the early chapters, McStay (Univ. of the Arts, London) introduces the topic and the book's purpose and provides an overview of the history as well as the growth of digital advertising. He then examines various types of advertisements, from classified, digital video, display, and e-mail to in-game advertising, social networks, viral, virtual environments (Second Life), and mobile, among others. McStay discusses consumers who use the Internet, as well as how businesses monitor their behavior while online. He also examines consumers' perceptions and use of digital advertising, including interactive audiences and user-generated content; he addresses policy and regulation, which, he claims, has lagged behind the changes in technology, and its impact on society; and he provides a general discussion of the creative process in digital advertising. In the last chapter, McStay presents some of the ethical problems resulting from digital advertising. Given its coverage of such a timely topic, this book would be a good acquisition for academic marketing and advertising collections. Summing Up: Recommended. Lower-division undergraduates through practitioners. E. Applegate Middle Tennessee State University