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Commercial Communication in the Digital Age

Information or Disinformation?

Ed. by Siegert, Gabriele / Rimscha, M. Bjørn / Grubenmann, Stephanie

Series:Age of Access? Grundfragen der Informationsgesellschaft 7

DE GRUYTER MOUTON

Open Access

    Open Access
    eBook (EPUB)
    Publication Date:
    April 2017
    ISBN
    978-3-11-041683-1
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    Overview

    Aims and Scope

    In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media.

    But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.

    Details

    viii, 270 pages
    20 Fig.
    DE GRUYTER MOUTON
    Language:
    English
    Type of Publication:
    Collection
    Keyword(s):
    Online Advertising; Mobile Advertising; Mass Media; Digital Communication
    Readership:
    Wissenschaftler (Kommunikationswissenschaften, Medienökonomie), Forschungsbibliotheken

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    Gabriele Siegert und Stephanie Grubenmann, University of Zurich, Switzerland, M. Bjørn von Rimscha, University of Mainz, Germany.

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