Advertising in new formats and media : current research and implications for marketers

This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: 'The Changing Advertising Universe', 'Advertising in a Digital Connected World' and 'Hidden but Paid for: Branded Content' the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides an overview of insights into modern advertising practice for advertising academics and practitioners alike