Digital Advertising: Theory and Research

This book offers a comprehensive overview of the field that draws on current research and practices in digital advertising and promotion by introducing key concepts, models, theories, evaluation practices, conflicts, and issues for individuals interested in this area. New to this edition is discussion of big data analysis, privacy and marketing, social media, and gaming. This book will be ideal for graduate and upper-level undergraduate students in marketing and advertising courses, as well as researchers and practitioners.