The New Advertising : Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era [2 Volumes].
- 1st ed.
- 1 online resource (845 pages)
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 Consumers -- 14. 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 Practices. 3. 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 Advertising -- Part 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 -- Index -- About the Editors and Contributors.