Cargando…

The New Advertising : Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wang, Ming
Otros Autores: Jones, Valerie, Brown, Ruth
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Santa Barbara : ABC-CLIO, 2016.
Temas:
Acceso en línea:Texto completo

MARC

LEADER 00000cam a2200000Mi 4500
001 EBOOKCENTRAL_ocn959151110
003 OCoLC
005 20240329122006.0
006 m o d
007 cr |n|---|||||
008 160924s2016 cau o 001 0 eng d
040 |a EBLCP  |b eng  |e pn  |c EBLCP  |d OCLCQ  |d DEBBG  |d UKAHL  |d OCLCQ  |d REDDC  |d OCLCF  |d OCLCO  |d OCLCL 
020 |a 9781440833434 
020 |a 1440833435 
035 |a (OCoLC)959151110 
050 4 |a HF5823  |b .N447 2016 
082 0 4 |a 659.1 
049 |a UAMI 
100 1 |a Wang, Ming. 
245 1 4 |a The New Advertising :  |b Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era. 
260 |a Santa Barbara :  |b ABC-CLIO,  |c 2016. 
300 |a 1 online resource (845 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
588 0 |a Print version record. 
505 0 |a Cover; Volume 1: Traditional Advertising Transformed; Half Title; Title; Copyright; Contents; Tables and Figures; Foreword; Preface; Introduction to Volume 1; Part I: New Advertising: Born of Technology; 1. Ripe for Change-But Resisting It; 2. Consumer Information Overload: Shift to Consumer-Centric Advertising Model; 3. Building Relationships with Empowered Consumers; 4. Big Data and the Digital Transformation in Advertising; Part II: Traditional Morphs into New Advertising; 5. Customer Relationship Management Strategy: More Important Now Than Ever Before. 
505 8 |a 6. Tailoring Promotional Materials: Is It Worth It?7. Direct-to-Consumer Advertising and Interactive Media: Historical Development, Stakeholder Relations, Regulatory Challenges, and Future Directions; 8. Electronic Word-of-Mouth and User-Generated Content: Past, Present, and Future; 9. Native Advertising: Engagement, Deception, and Implications for Theory; 10. Streaming Video: Anytime, Anywhere; 11. How Does It Play Out? The Intersection of Gaming and Advertising; 12. Experiential Marketing: Interaction in Person; Part III: How and Where to Reach Empowered Consumers. 
505 8 |a 13. Branding: Changing the "How" and "Where" in Reaching Today's Consumers14. Content Strategy in a Paid/Owned/Earned Media World; 15. The Interaction Is the Message: A Framework for User Experience Approaches with Owned Media; Select Bibliography; Index; About the Editors and Contributors; Volume 2: New Media, New Uses, New Metrics; Half Title; Title; Copyright; Contents; Tables and Figures; Introduction to Volume 2; Part I: Social Media = New Channels ; 1. Social Media Engagement: Advertising Practices, Measurement, Issues, and Constraints. 
505 8 |a 2. Social Media Marketing: A 3A's Model of Best Practices3. Investigating the Antecedents of Social Media Behavior among Multicultural Segments; Part II: Going Mobile ; 4. Mobile: Everyone's Answer Box; 5. Branded Apps and Mobile Platforms as New Tools for Advertising; 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; 7. Real-Time Marketing: The Agility to Leverage "Now"; 8. Fit or Unfit: The Role of Advertising in Wearable Devices. 
505 8 |a 9. Persuasive Avatars: Extending the Self through New Media AdvertisingPart III: Algorithms, Analytics, and Concerns ; 10. Road of Discovery: The Intricacies of Search Marketing; 11. Programmatic: The Next Step in Media Buying, Audience Targeting, and Online Advertising; 12. Measurement and Evaluation of New Platforms: Analytics Tools Explained; 13. Tracking Audience Data for Your Content on Social Platforms; 14. Privacy: Future Threat or Opportunity?; 15. Ethical Advertising in Today's New Advertising Ecosystem; Epilogue: The Future of Advertising: What You Should Know; Select Bibliography. 
500 |a Includes index. 
590 |a ProQuest Ebook Central  |b Ebook Central Academic Complete 
650 0 |a Advertising. 
650 0 |a Internet advertising. 
650 0 |a Internet marketing. 
650 0 |a Social media. 
650 6 |a Publicité sur Internet. 
650 6 |a Marketing sur Internet. 
650 6 |a Médias sociaux. 
650 7 |a social media.  |2 aat 
650 7 |a Advertising  |2 fast 
650 7 |a Internet advertising  |2 fast 
650 7 |a Internet marketing  |2 fast 
650 7 |a Social media  |2 fast 
700 1 |a Jones, Valerie. 
700 1 |a Brown, Ruth. 
700 1 |a Wang, Ming. 
758 |i has work:  |a ˜Theœ new advertising Traditional advertising transformed Volume 1 (Text)  |1 https://id.oclc.org/worldcat/entity/E39PCFKbvdgJhwbK8CHTTPfJcP  |4 https://id.oclc.org/worldcat/ontology/hasWork 
776 0 8 |i Print version:  |a Wang, Ming.  |t New Advertising : Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era.  |d Santa Barbara : ABC-CLIO, ©2016  |z 9781440833427 
856 4 0 |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=4694052  |z Texto completo 
938 |a Askews and Holts Library Services  |b ASKH  |n AH41638331 
938 |a Askews and Holts Library Services  |b ASKH  |n AH30964589 
938 |a ProQuest Ebook Central  |b EBLB  |n EBL4694052 
994 |a 92  |b IZTAP