Digital Advertising

'Since advertising is a constantly evolving and changing means of communicating with consumers, there is an ongoing need for the most current thinking about advertising to guide practitioners and academics. This book provides this direction by focusing on the digital realm as the lens for understanding and utilizing advertising in today’s marketplace. The editors accomplish this by compiling perspectives about digital advertising from advertising experts and scholars. The result is a book that reveals the current state of digital advertising and practical suggestions for how digital communication efforts can be optimized.'—Les Carlson, Professor of Marketing, University of Nebraska-Lincoln

'Digital Advertising: Theory and Research evaluates the past, examines the present, and explores the future of digital advertising. Luminaries and rising stars in both the academy and the profession offer valuable insights and opportunities for students, researchers, and practitioners.'—Sally J. McMillan, Professor of Advertising and Public Relations, University of Tennessee

'The evolving world of digital media can be challenging to study. Covering topics from advertising avoidance to word of mouth as well as cultural and international perspectives, this volume provides contemporary theoretical insights and relevant research discussions from leading advertising scholars and is infinitely useful for students and seasoned researchers alike.'—Kim Sheehan, Professor and Director of the Honors Program, School of Journalism and Communication, University of Oregon