Описание: This textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. It guides the reader through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands.
Автор: Xingquan Zhu; Haicheng Tao; Zhiang Wu; Jie Cao; Kr Название: Fraud Prevention in Online Digital Advertising ISBN: 3319567926 ISBN-13(EAN): 9783319567921 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud.
Автор: Lobato Ramon Название: Netflix Nations: The Geography of Digital Distribution ISBN: 1479804940 ISBN-13(EAN): 9781479804948 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 4138.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: How streaming services and internet distribution have transformed global television culture. Television, once a broadcast medium, now also travels through our telephone lines, fiber optic cables, and wireless networks. It is delivered to viewers via apps, screens large and small, and media players of all kinds. In this unfamiliar environment, new global giants of television distribution are emerging—including Netflix, the world’s largest subscription video-on-demand service. Combining media industry analysis with cultural theory, Ramon Lobato explores the political and policy tensions at the heart of the digital distribution revolution, tracing their longer history through our evolving understanding of media globalization. Netflix Nations considers the ways that subscription video-on-demand services, but most of all Netflix, have irrevocably changed the circulation of media content. It tells the story of how a global video portal interacts with national audiences, markets, and institutions, and what this means for how we understand global media in the internet age. Netflix Nations addresses a fundamental tension in the digital media landscape – the clash between the internet’s capacity for global distribution and the territorial nature of media trade, taste, and regulation. The book also explores the failures and frictions of video-on-demand as experienced by audiences. The actual experience of using video platforms is full of subtle reminders of market boundaries and exclusions: platforms are geo-blocked for out-of-region users (“this video is not available in your region”); catalogs shrink and expand from country to country; prices appear in different currencies; and subtitles and captions are not available in local languages. These conditions offer rich insight for understanding the actual geographies of digital media distribution. Contrary to popular belief, the story of Netflix is not just an American one. From Argentina to Australia, Netflix’s ascension from a Silicon Valley start-up to an international television service has transformed media consumption on a global scale. Netflix Nations will help readers make sense of a complex, ever-shifting streaming media environment.
Автор: Ilhem Allagui Название: Advertising in MENA Goes Digital ISBN: 0367076500 ISBN-13(EAN): 9780367076504 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in MENA affecting the advertising industry, what forms of advertisements have emerged from the industry globalization and adoption of new technologies, and, specifically, the ways in which advertising in MENA has d
Автор: Van Dyck Fons Название: Advertising Transformed ISBN: 0749471484 ISBN-13(EAN): 9780749471484 Издательство: Неизвестно Рейтинг: Цена: 7619.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Engage with increasingly empowered consumers through multiple channels on a global scale with this must-have guide for prospective and practicing advertising professionals.
Автор: Cheney-Lippold John Название: We Are Data: Algorithms and the Making of Our Digital Selves ISBN: 1479857599 ISBN-13(EAN): 9781479857593 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 12289.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: What identity means in an algorithmic age: how it works, how our lives are controlled by it, and how we can resist it Algorithms are everywhere, organizing the near limitless data that exists in our world. Derived from our every search, like, click, and purchase, algorithms determine the news we get, the ads we see, the information accessible to us and even who our friends are. These complex configurations not only form knowledge and social relationships in the digital and physical world, but also determine who we are and who we can be, both on and offline. Algorithms create and recreate us, using our data to assign and reassign our gender, race, sexuality, and citizenship status. They can recognize us as celebrities or mark us as terrorists. In this era of ubiquitous surveillance, contemporary data collection entails more than gathering information about us. Entities like Google, Facebook, and the NSA also decide what that information means, constructing our worlds and the identities we inhabit in the process. We have little control over who we algorithmically are. Our identities are made useful not for us—but for someone else. Through a series of entertaining and engaging examples, John Cheney-Lippold draws on the social constructions of identity to advance a new understanding of our algorithmic identities. We Are Data will educate and inspire readers who want to wrest back some freedom in our increasingly surveilled and algorithmically-constructed world.
Perhaps no other function of a free press is as important as the watchdog role—its ability to monitor the work of the government. It is easier for politicians to get away with abusing power—wasting public funds and making poor decisions—if the press is not shining its light with what is termed “accountability reporting.” This need has become especially clear in recent months, as the American press has come under virulent direct attack for carrying out its watchdog duties. Upending the traditional media narrative that watchdog accountability journalism is in a long, dismaying decline, The Watchdog Still Barks presents a study of how this most important form of journalism came of age in the digital era at American newspapers. Although the American newspaper industry contracted significantly during the 1990s and 2000s, Fordham professor and former CBS News producer Beth Knobel illustrates through empirical data how the amount of deep watchdog reporting on the newspapers’ studied front pages generally increased over time despite shrinking circulations, low advertising revenue, and pressure to produce the kind of soft news that plays well on social media. Based on the first content analysis to focus specifically on accountability journalism nationally, The Watchdog Still Barks examines the front pages of nine newspapers located across the United States to paint a broad portrait of how public service journalism has changed since 1991 as the advent of the Internet transformed journalism. This portrait of the modern newspaper industry shows how papers of varying sizes and ownership structures around the country marshaled resources for accountability reporting despite significant financial and technological challenges. The Watchdog Still Barks includes original interviews with editors who explain why they are staking their papers’ futures on the one thing that American newspapers still do better than any other segment of the media: watchdog and investigative reporting.
Автор: Savvides, Leandros (global College, Cyprus) Название: 3d printing cultures, politics and hackerspaces ISBN: 1800716664 ISBN-13(EAN): 9781800716667 Издательство: Emerald Рейтинг: Цена: 14230.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book appreciably contributes to growing debates within Science and Technology Studies concerned with cultural politics, the emergence of citizen science and civil society interventions in shaping technology. By drawing on fieldwork data, Savvides examines the bourgeoning 3D printing culture in Hackerspaces, Makerspaces and Fab Labs.
Описание: Presents the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.
Описание: The introduction of the Multimedia Super Corridor in 1996 was due to the Malaysian government`s initiative to tap into the ICT sector. While this move spearheaded Malaysia into the knowledge economy, digital media enabled the opposition and civil society to compete and break the government`s monopoly over information flows.
Автор: Rodgers Shelly Название: Digital Advertising ISBN: 1138654450 ISBN-13(EAN): 9781138654457 Издательство: Taylor&Francis Рейтинг: Цена: 8114.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues.
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