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The New Advertising : Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era.
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Santa Barbara :
ABC-CLIO,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.
- 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.
- 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.
- 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.