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Digital Dawn in Adland: Transforming Australian Agencies de Robert Crawford

Digital Dawn in Adland: Transforming Australian Agencies: Routledge Studies in the History of Marketing

Autor Robert Crawford
en Limba Engleză Paperback – 9 ian 2023
Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it.
Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media.
For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.
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Specificații

ISBN-13: 9781032016634
ISBN-10: 1032016639
Pagini: 176
Dimensiuni: 156 x 234 mm
Greutate: 0.33 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Studies in the History of Marketing

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

Introduction: Certainty and the Digital Dawn  1. The End of Certainty  2. The New Ascendancy  3. The Media Coup  4. The Rise of the Machine  5. Ambiguity and the Information Superhighway  6. Following the Eyeballs  7. Reimagining the Advertising Agency  CODA: Perpetual Uncertainty in the New Digital Age

Notă biografică

Robert Crawford is a Professor of Advertising and Associate Dean of Research and Innovation in the School of Media and Communication at RMIT University in Melbourne, Australia. His research has focused on the growth and development of the advertising, marketing and public relations industries across Australia, Oceania, and South East Asia.

Descriere

A historical study of Australian advertising agencies from the late 90s into present century, this book provides a compelling account of the emerging and profound impact of the digital era on a powerful but complacent industry for scholars of marketing, media, communication and contemporary history.