ABC-CLIO

The New Advertising

Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era

by Ruth E. Brown, Valerie K. Jones, and Ming Wang, Editors
Foreword by Don E. Schultz
Epilogue by Valerie K. Jones and Rishad Tobaccowala

 

Effective advertising is no longer about bombarding audiences with a message; it’s about using data to understand the audience and create connections.

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Cover image for The New Advertising

September 2016

Praeger

Pages 806
Volumes 2
Size 6 1/8x9 1/4
Topics Business/Marketing, Advertising and Sales

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.

Features

  • 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
Author Info

Ruth E. Brown, PhD, witnessed the metamorphosis of media and the evolution of new advertising as the Internet, social media, and mobile media changed how messages were delivered and received. As a participant-observer and qualitative researcher, Brown wrote about and made presentations on topics such as marketing to children using social interaction software, citizen marketing, blogs in the media conversation, a holistic mass media business model, the process of community-building in distance education classes, and Super Bowl ads and multiculturalism. Brown is professor of advertising and public relations in the College of Journalism and Mass Communications, University of Nebraska-Lincoln. Prior to her 23 years of teaching advertising and public relations, Brown worked in traditional media.?
Valerie K. Jones was on the front lines at Starcom in San Francisco when the new advertising began its steady rise in popularity and stature. A new media enthusiast, her curiosity about what's next fueled an award-winning career at agencies from San Francisco to Chicago, the creation of her own digital marketing consultancy, and finally a move to academia. Jones is an advertising agency veteran turned assistant professor of advertising and public relations at the University of Nebraska-Lincoln, College of Journalism and Mass Communications. She brings 15 years of expertise in integrated marketing communications, branding, digital media strategy and analytics from Starcom, Fox Interactive, IBM, and her consultancy into her research and teaching. Jones holds a master's degree in IMC from Northwestern University.?
Ming Wang, PhD, is an active quantitative researcher who obtained his doctorate from the University of Wisconsin-Madison. His research focuses on the impact of new communication technologies—particularly social and mobile media—on advertising, public relations, and political communication. He has harvested big data to study how politicians, brands and organizations use social media, particularly Faceboook, Twitter and YouTube, to engage with the public. Wang's research has been published in leading communication journals, such as Journal of Communication, Communication Research, and Social Marketing Quarterly. A native of China, Wang is assistant professor of advertising and public relations in the College of Journalism and Mass Communications at the University of Nebraska-Lincoln.

Reviews/Endorsements

Reviews

"This two-volume set concerns the numerous changes that have occurred in advertising as a result of new technology, social media, and interactive consumers. . . . The chapters are informative and easy to read. Summing Up: Recommended. Upper-division undergraduates through faculty."—Choice

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