Digital advertising /

This book addresses advertising in the digital age and covers the subject well. In the early chapters, McStay (Univ. of the Arts, London) introduces the topic and the book's purpose and provides an overview of the history as well as the growth of digital advertising. He then examines various types of advertisements, from classified, digital video, display, and e-mail to in-game advertising, social networks, viral, virtual environments (Second Life), and mobile, among others. McStay discusses consumers who use the Internet, as well as how businesses monitor their behavior while online. He also examines consumers' perceptions and use of digital advertising, including interactive audiences and user-generated content; he addresses policy and regulation, which, he claims, has lagged behind the changes in technology, and its impact on society; and he provides a general discussion of the creative process in digital advertising. In the last chapter, McStay presents some of the ethical problems resulting from digital advertising. Given its coverage of such a timely topic, this book would be a good acquisition for academic marketing and advertising collections. Summing Up: Recommended. Lower-division undergraduates through practitioners. E. Applegate Middle Tennessee State University