The New Advertising [2 volumes] : Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era

The era of "big data" has revolutionized many industries-including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about-and examples of-current and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring. Provides easy-to-read, accessible insights from both academic and industry experts that create frameworks for thinking about how to effectively connect with consumers today Examines how modern advertising works within our digitally focused, always-on-the-go society Enables readers to understand how advertising and marketing has progressed to reach its current state as well as the many options available for connecting with and engaging consumers today and tomorrow Includes chapters written by luminaries ranging from Don E. Schultz, considered by most to be the father of integrated marketing communications, to Rishad Tobaccowala, chief strategist of Publicis Group and member of its Directoire+, one of the industry's leading visionaries