The new advertising : branding, content, and consumer relationships in the data-driven social media era /

This two-volume set concerns the numerous changes that have occurred in advertising as a result of new technology, social media, and interactive consumers. The contributors to the first volume examine the history of advertising, especially its concepts, and how traditional forms of advertising have evolved into newer forms of advertising. Organized into three parts, the volume presents consumer-centric advertising, digital transformation, customer relationship management, interactive media, user-generated content, native advertising, streaming video, gaming and advertising, and experiential marketing, among other topics. The contributors to the second volume, which is also organized into three parts, discuss social media engagement, social media marketing, social media behavior, mobile platforms, real-time marketing, new media advertising, search marketing, programmatic advertising, and ethical advertising, among other subjects. The chapters are informative and easy to read. Summing Up: Recommended. Upper-division undergraduates through faculty. --Edd Applegate, Middle Tennessee State University