Enhanced descriptions from Syndetics:

Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising.

Table of contents provided by Syndetics

• Introduction
• The History and Business Environment of Digital Advertising
• Forms and Content: Beyond the Pop-up
• The Business Practice and Cultural Contours of Dataveillance
• Conceiving User Approaches to Digital Advertising
• Policy and Regulation
• Creativity, Science and the New Consumer
• Conclusions, Ethics and Future Directions

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