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The Fundamentals of Digital Advertising,9782940496075

The Fundamentals of Digital Advertising

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Pub. Date:
Fairchild Books AVA
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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.

Author Biography

Chris Linford has worked in many sectors of the media industry including advertising, games, multimedia, publishing and the Internet. He joined the University of the Arts at the London College of Communication, UK, as a Principal Lecturer and Head of Digital Media in 1997.

Jo Hodges 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. Having held a number of teaching positions at the London College of Communication, UK, Jo is currently Course Director for the BA (Hons) Advertising course there.

Table of Contents

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
Technology changes HTML5, Java and Flash
Digital advertising case study

Chapter 4: Digital advertising technologies
Print on demand
Social media campaigns
Interactive video
Viral Advertising
QR codes
Augmented Reality
Near field advertising
Video poster displays
Projection mapping

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