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Digital Advertising: Theory and Research

By Shelly Rodgers (Editor), Esther Thorson (Editor)
eBook
$80.99
By Shelly Rodgers (Editor), Esther Thorson (Editor)
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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading...

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