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Author: Lisa Lynch
Publisher: Routledge
Published: 2021-09-30
Total Pages: 136
ISBN-13: 9781032178691
DOWNLOAD EBOOK →Native Advertising explores the rapid rise of native advertising in US and European news organizations, considering the consequences of this form of content for news producers, news audiences, and the quality of public discourse.
Author: Mara Einstein
Publisher: OR Books
Published: 2016-09-01
Total Pages: 250
ISBN-13: 1682190439
DOWNLOAD EBOOK →From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.
Author: Mike Smith
Publisher: McGraw Hill Professional
Published: 2017-05-26
Total Pages: 224
ISBN-13: 1259835693
DOWNLOAD EBOOK →An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.
Author: Dale Lovell
Publisher: Kogan Page Publishers
Published: 2017-10-03
Total Pages: 249
ISBN-13: 074948117X
DOWNLOAD EBOOK →Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies. This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. Native Advertising explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent. Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.
Author: Rob Keast
Publisher: Createspace Independent Publishing Platform
Published: 2016-06-16
Total Pages: 220
ISBN-13: 9781533650573
DOWNLOAD EBOOK →Native Advertising is the Fastest Growing Advertising Format on the Internet and is Predicted to Remain So Until At Least 2020 "Probably the Best Introduction to Native Advertising and the New Way People are Driving Traffic and Making a Profit From Blogs" Arbitrage is simply buying something for a low price then selling it for a high price. Step-By-Step - Native Advertising Explained This book shows you how to do this using Native Advertising to buy visitors to your site and make more money off those visitors with advertising than it cost you to get them to visit. This is repeatable, scaleable and proven, but it MUST be done the right way. The pioneer of this method was Scott DeLong who started his site ViralNova.com in 2013 with a basic Wordpress theme and rapidly scaled it to do $1million revenue within 8 months and all on his own. Things have moved on now and whilst that level of growth may be hard to achieve, it is still possible to very quickly scale a site using these techniques. Make This the Year YOU Create a Money Making Blog Using the Latest Proven Methods This book covers the entire step-by-step process: Niche and branding Creating a site Setting up and optimising your ad placements Creating slideshow posts (and why you need these) Researching and creating money making content Understanding analytics to find where you are making money and bleeding money Optimising traffic to only send profitable visitors What the competition are doing wrong Rapidly scaling Increasing the value of your blog for a bigger exit You Can Do This Can you create a post to your social feed designed to get the most likes and shares from your friends and followers and learn from which ones bomb and which ones do well? If so then you already have most of the skills you need. "You Just Need a Blueprint to Follow"" Rob Keast is an entrepreneur who has started and sold several web based businesses and is passionate about optimising and scaling digital businesses and sharing the processes to do so with others. Click on "Look Inside" to See the Proof and Find Out Much More!
Author: Thomas C. Kinnear
Publisher: American Marketing Association
Published: 1984-05
Total Pages: 188
ISBN-13:
DOWNLOAD EBOOK →Author: Shelly Rodgers
Publisher: Routledge
Published: 2019-04-15
Total Pages: 548
ISBN-13: 1351208292
DOWNLOAD EBOOK →Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author: Gabriele Siegert
Publisher: Springer
Published: 2015-08-07
Total Pages: 405
ISBN-13: 3319182366
DOWNLOAD EBOOK →This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.
Author: Valerie K. Jones
Publisher: Bloomsbury Publishing USA
Published: 2016-09-19
Total Pages: 845
ISBN-13: 1440833435
DOWNLOAD EBOOK →The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring.
Author: Sevil Yesiloglu
Publisher: SAGE Publications Limited
Published: 2024-04-09
Total Pages: 210
ISBN-13: 1529677971
DOWNLOAD EBOOK →Advertising is everywhere. Whether you realise it or not, it′s there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What′s more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today′s media environment and how ′online′ advertising differs from traditional ′offline′ models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.
