Digital Advertising Evolution

List of contributors

Acknowledgements

Chapter 1: Introduction: Advertising at a juncture

Iain MacRury and Danae Manika

Part I: Key Themes, histories, and futures

Chapter 2: Digital advertising histories and futures: Approaching the Fourth Industrial Revolution

Iain MacRury

Chapter 3: Augmented reality in advertising: Managing expectations in agency-client relationships around the use of emerging technologies

Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker

Chapter 4: The role of the archive: How solutions are arrived at in an online workscape

Helen Powell and Paul Springer

Chapter 5: Sustainable digital advertising and greenwashing

Fiona Cownie and Rutherford

Chapter 6: Hurdles to efficient digital marketing

Arpita Agnihotri, Saurabh Bhattacharya, and Natalia Yannopoulou

Part II: New forms

Chapter 7: Advergaming: Context and definitions

Ed Vollans

Chapter 8: Online culture spaces in offline commercial places: Challenging meaning and boundaries through memes and advertising

Victoria Esteves

Chapter 9: Native advertising: concepts, theory, and practice

Joyce Costello and Rufus Adebayo

Chapter 10: There's an app for that! Strategic marketing in a digital era

Linda Brennan and Lukas Parker

Chapter 11: The hidden persuaders in your entertainment? A case of branded entertainment in South Korea

Hyunsun Yoon

Chapter 12: The Digital Advertising Machine: Programmatic and its vicissitudes

Iain MacRury

Part III: Audiences, consumers, and data

Chapter 13: Engagement at first sight: Persuasive potential of interactive health campaigns and target audience factors

Jeeyun Oh and Soya Nah

Chapter 14: Too much information? Consumer attitudes to data, privacy, and digital advertising in Hong Kong and Australia

Julie Bilby and Vicky Wing Kei Ng

Chapter 15: The power and responsibility of AI advertising and the customer journey

Kate Letheren , Hyun Seung "HS" Jin, and Gayle Kerr

Part IV: Sectors and case studies

Chapter 16: Identifying the forms of digital food advertising content and their effects on food well-being in the phygital age

Wided Batat

Chapter 17: The assessment of tourism advertising effects: An introduction of AIDEA model

Lisheng Weng

Chapter 18: Digital drug marketing: Current research and a new agenda

Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu

Part V: Regulating digital advertising and promotional communication

Chapter 19: Branded content, Influencers, and Generation Z: Legal strategies considered in Spain's new general law on audiovisual communication

Patricia Nunez Gomez, Celia Rangel-Perez, and Ainhoa Garcia Rivero

Chapter 20: Digital advertising and EU digital regulation

Zihao Li

Chapter 21: Identifying digital advertising: paradoxes and problems in governance

Jonathan Hardy