Native Advertising

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Native Advertising

Dale Lovell
Native Advertising Book PDF

Author : Dale Lovell
Publisher : Kogan Page Publishers
Page : 249 pages
File Size : 41,8 Mb
Release : 2017-10-03
Category : Business & Economics
ISBN : 9780749481179

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Native Advertising by Dale Lovell Pdf

Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies. This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. Native Advertising explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent. Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.

Native Advertising

Lisa Lynch,Taylor & Francis Group
Native Advertising Book PDF

Author : Lisa Lynch,Taylor & Francis Group
Publisher : Routledge
Page : 136 pages
File Size : 41,8 Mb
Release : 2021-09-30
Category : Electronic
ISBN : 1032178698

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Native Advertising by Lisa Lynch,Taylor & Francis Group Pdf

Native Advertising explores the rapid rise of native advertising in US and European news organizations, considering the consequences of this form of content for news producers, news audiences, and the quality of public discourse.

The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth

Mike Smith
The Native Advertising Advantage Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth Book PDF

Author : Mike Smith
Publisher : McGraw Hill Professional
Page : 224 pages
File Size : 40,5 Mb
Release : 2017-05-26
Category : Business & Economics
ISBN : 9781259835698

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The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth by Mike Smith Pdf

An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.

Native Advertising

Lisa Lynch
Native Advertising Book PDF

Author : Lisa Lynch
Publisher : Routledge
Page : 126 pages
File Size : 46,6 Mb
Release : 2018-06-12
Category : Social Science
ISBN : 9781351705783

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Native Advertising by Lisa Lynch Pdf

Native Advertising examines the emerging practices and norms around native advertising in US and European news organizations. Over the past five years native advertising has rapidly become a significant revenue stream for both digital news “upstarts” and legacy newspapers and magazines. This book helps scholars and students of journalism and advertising to understand the news industry’s investment in native advertising, and consider the effects this investment might have on how news is produced, consumed, and understood. It is argued that although they have deep roots in earlier forms of advertising, native ads with a political or advocacy bent have the potential to shift the relationship between news outlets and audiences in new ways, particularly in an era when trust in the media has reached a historic low point. Beyond this, such advertisements have the potential to shift how media systems function in relation to state power, by changing the relationship between commercial and non-commercial speech. Drawing on real-world examples of native ads and including an in-depth case study contributed by Ava Sirrah, Native Advertising provides an important assessment of the potential consequences of native advertising becoming an even more prominent fixture in the 21st-century news feed.

15 Questions About Native Advertising

Massimo Moruzzi
15 Questions About Native Advertising Book PDF

Author : Massimo Moruzzi
Publisher : Massimo Moruzzi
Page : 43 pages
File Size : 41,8 Mb
Release : 2017-08-02
Category : Business & Economics
ISBN : 8210379456XXX

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15 Questions About Native Advertising by Massimo Moruzzi Pdf

15 questions about native advertising that are seldom asked or answered.

Native Advertising

Dale Lovell
Native Advertising Book PDF

Author : Dale Lovell
Publisher : Unknown
Page : 248 pages
File Size : 53,7 Mb
Release : 2017
Category : Electronic
ISBN : OCLC:1137345207

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Native Advertising by Dale Lovell Pdf

Understand the exhilarating new, multi-billion dollar marketing channel that is native advertising with this comprehensive and highly practical guide, packed with case studies and real world examples.

Advertising Theory

Shelly Rodgers,Esther Thorson
Advertising Theory Book PDF

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 548 pages
File Size : 45,5 Mb
Release : 2019-04-15
Category : Business & Economics
ISBN : 9781351208291

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Advertising Theory by Shelly Rodgers,Esther Thorson Pdf

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

The New Advertising

Valerie K. Jones,Ruth E. Brown Ph.D.,Ming Wang
The New Advertising Book PDF

Author : Valerie K. Jones,Ruth E. Brown Ph.D.,Ming Wang
Publisher : Bloomsbury Publishing USA
Page : 845 pages
File Size : 50,7 Mb
Release : 2016-09-19
Category : Business & Economics
ISBN : 9781440833434

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The New Advertising by Valerie K. Jones,Ruth E. Brown Ph.D.,Ming Wang Pdf

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.

Advertising in the Digital Age

Sevil Yesiloglu,Joyce Costello
Advertising in the Digital Age Book PDF

Author : Sevil Yesiloglu,Joyce Costello
Publisher : SAGE Publications Limited
Page : 210 pages
File Size : 49,6 Mb
Release : 2024-04-09
Category : Business & Economics
ISBN : 9781529677973

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Advertising in the Digital Age by Sevil Yesiloglu,Joyce Costello Pdf

Advertising is everywhere. Whether you realise it or not, it′s there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What′s more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today′s media environment and how ′online′ advertising differs from traditional ′offline′ models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.

Black Ops Advertising

Mara Einstein
Black Ops Advertising Book PDF

Author : Mara Einstein
Publisher : OR Books
Page : 250 pages
File Size : 49,6 Mb
Release : 2016-09-01
Category : Business & Economics
ISBN : 9781682190432

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Black Ops Advertising by Mara Einstein Pdf

From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.

Advertising

Mara Einstein
Advertising Book PDF

Author : Mara Einstein
Publisher : Oxford University Press
Page : 257 pages
File Size : 54,9 Mb
Release : 2017
Category : Business & Economics
ISBN : 9780190625894

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Advertising by Mara Einstein Pdf

3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know(R) helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?

The Advertising Handbook

Sean Brierley,Jonathan Hardy,Iain Macrury,Helen Powell
The Advertising Handbook Book PDF

Author : Sean Brierley,Jonathan Hardy,Iain Macrury,Helen Powell
Publisher : Routledge
Page : 331 pages
File Size : 40,9 Mb
Release : 2018-02-28
Category : Business & Economics
ISBN : 9781317192275

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The Advertising Handbook by Sean Brierley,Jonathan Hardy,Iain Macrury,Helen Powell Pdf

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Advertising Account Planning

Carol J. Pardun,Beth E. Barnes,Sheri J. Broyles
Advertising Account Planning Book PDF

Author : Carol J. Pardun,Beth E. Barnes,Sheri J. Broyles
Publisher : Rowman & Littlefield
Page : 156 pages
File Size : 44,5 Mb
Release : 2019-06-05
Category : Language Arts & Disciplines
ISBN : 9781538114087

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Advertising Account Planning by Carol J. Pardun,Beth E. Barnes,Sheri J. Broyles Pdf

Advertising Account Planning in the Digital Media Landscape gives readers the tools to navigate the account planning process online. Incorporating insights from current advertising professionals, this core text explains what the account planner does and the research needed for account planning to be successful within the digital landscape.

Ethics in Advertising

Wally Snyder
Ethics in Advertising Book PDF

Author : Wally Snyder
Publisher : Routledge
Page : 102 pages
File Size : 41,5 Mb
Release : 2016-11-03
Category : Business & Economics
ISBN : 9781317281528

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Ethics in Advertising by Wally Snyder Pdf

This book provides students and practitioners with a comprehensive overview of the rules and principles associated with ethical advertising practices. With extensive research, and a variety of case studies, and expert opinions, it discusses why advertising ethics is important both to the consumer and the professional. The author presents the rules of ethical conduct recommended by the Institute for Advertising Ethics and demonstrates how these are applied in practice, examining why ethics is important; what the ethical dilemmas the industry faces are; and how to motivate better practices among professionals. The book uses real life stories of "native advertising," marketing to children, and diversity in advertising to show how professionals can be inspired to "do the right thing" for consumers and their companies. Readers will learn how they can solve ethical dilemmas to their personal satisfaction in the competitive work environment. This balanced perspective to the ethical issues that arise in the advertising industry is sure to resonate with students of advertising and marketing.

Computational Advertising

Peng Liu,Chao Wang
Computational Advertising Book PDF

Author : Peng Liu,Chao Wang
Publisher : CRC Press
Page : 410 pages
File Size : 45,5 Mb
Release : 2020-05-12
Category : Computers
ISBN : 9780429557729

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Computational Advertising by Peng Liu,Chao Wang Pdf

This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features · Introduces computational advertising and Internet monetization · Covers data processing, utilization, and trading · Uses business logic as the driving force to explain online advertising products and technology advancement · Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems · Includes case studies and code snippets