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The Fundamentals of Digital Advertising - Chris Linford, Jo Hodges

The Fundamentals of Digital Advertising

Buch | Softcover
184 Seiten
2015
Fairchild Books (Verlag)
978-2-940496-07-5 (ISBN)
CHF 47,10 inkl. MwSt
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The Fundamentals of Digital Advertising is an informative introduction to advertising today. It explains the modernization of the advertising industry by examining the wide array of forms that digital advertising now takes, as well as looking at the trends and technologies which are likely to be used in the future. Focusing on real-life examples, it looks at how advertising creatives have responded to the different demands of digital campaigns, giving a crucial insight into this dynamic industry. The text guides students through the exciting world of online and interactive advertising - covering everything from banner ads, advergames and viral campaigns to page takeovers and in-game advertising. The book includes many examples taken from successful campaigns to inspire students in their own projects.

Chris Linford is Principal Lecturer and Head of Digital Media at the London College of Communication, UK. Chris has worked in many sectors of the media industry including advertising, games, multimedia, publishing and the Internet. Jo Hodges is Course Director for the BA (Hons) Advertising course at the London College of Communication, UK. Jo has worked as an award-winning creative on well-known press and TV campaigns and as a creative consultant copywriter on brand development for a diverse range of clients.

Chapter 1: Digital Advertising: The Digital Revolution; Technology Phobia and Digital Ignorance; Trans-media Storytelling; The Digital Space; Advertising Strategy; Convergence of Media; Trans-media Advertising - Traditional to Digital; Content is Still King Chapter 2: The Modern Agency: The Clients and their Requirements; The Brief - Starting with a Blank Page; Advertising Strategy; The Modern Agency - Creative Teams; Working with Specialist External Teams (AM and VJ) Chapter 3: Digital Advertising Strategies: Responding to the Customer not the Brand; The Changing Needs of; Clients and Educating them to Potential; Old vs New Brand Development - the Feeling of the Company; Digital Creative Development; The Global Reach; Identifying Users Technology; Converging Media ROI; Content Strategy - Giving the Client and Consumer More; Rapid Implementation; Responding to Change and Consumer Use - Monitoring Listening Services/Media Buying; Gamification; Technology Changes HTML5, Java and Flash; Digital Advertising Case Study Chapter 4: Digital Advertising Technologies: Print on Demand; Advergames; Social Media Campaigns; Interactive Video; Viral Advertising; QR Codes; Augmented Reality; Near Field Advertising; Video Poster Displays; Neuromarketing; Projection Mapping

Erscheint lt. Verlag 22.10.2015
Reihe/Serie Fundamentals
Zusatzinfo 200 colour illus
Verlagsort London
Sprache englisch
Maße 200 x 230 mm
Themenwelt Kunst / Musik / Theater Design / Innenarchitektur / Mode
Mathematik / Informatik Informatik Grafik / Design
Informatik Web / Internet Web Design / Usability
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
ISBN-10 2-940496-07-2 / 2940496072
ISBN-13 978-2-940496-07-5 / 9782940496075
Zustand Neuware
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