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What is Digital Advertising

Chapter 8
Handbook of Research on New Media Applications in Public Relations and Advertising
The term indicates the use of digital tools to target promotional marketing messages to consumers through the web.
Published in Chapter:
Marketing Experiential Events Through New Media: The Ferragnez Wedding Case
Chiara Piancatelli (SDA Bocconi School of Management, Bocconi University, Italy), Marta Massi (McGill University, Canada), and Deborah Carolina Raccagni (Bocconi University, Italy)
Copyright: © 2021 |Pages: 16
DOI: 10.4018/978-1-7998-3201-0.ch008
Abstract
This chapter reviews the event marketing literature to show how events play a crucial strategic role in the new mediascape. In the context of new media, events could be used to amplify a brand communication strategy at all event stages: before-during-after. In particular, this chapter explains how companies realize augmented and adaptive marketing experiences in omni-channel environments, thanks to the positive effect of digitalization. The chapter employs the Why-How-What framework and the Hero model to analyze a successful event case-study, the Ferragnez wedding, which has become a brand itself. The authors make the case for using events to communicate companies' value propositions within their sectors and to advertise their brands, products and services.
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Chapter 11
Postmodern Discourse in Digital Advertising: A Study on “Deneysel Bankacilik” Advertising Series
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Chapter 1
What Do Facebook Users Feel About Facebook Advertising?: Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences
Used interchangeable with Internet or online advertising. This term covers a wide variety of online advertising formats, ranging from email, social media applications, search engine advertising, mobile advertising, video advertising, etc.
Published in Chapter: What Do Facebook Users Feel About Facebook Advertising?: Using an Experience Sampling Method (ESM) to Explore Their Digital Advertising Experiences; From: Impacts of Online Advertising on Business Performance
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Chapter 10
Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM)
An umbrella term to refer to emerging advertising practices (such as internet, social, mobile, reality technologies, etc.).
Published in Chapter: Augmented, Mixed, and Virtual Reality Applications in Cause-Related Marketing (CRM); From: Cases on Immersive Virtual Reality Techniques
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Chapter 6
Optimization Models in Google Ads Campaigns
Used interchangeable with Internet or online advertising. This term covers a wide variety of online advertising formats, ranging from email, social media applications, search engine advertising, mobile advertising, video advertising, etc.
Published in Chapter: Optimization Models in Google Ads Campaigns; From: Impacts of Online Advertising on Business Performance
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Chapter 3
The Use of Cultural Factors in Storytelling in Digital Advertising: The Case of Turkey
A kind of advertisement realized on digital media by targeting the users of the digital media by buying space and time; its sales, communication, and measurement effect is quicker than traditional advertising methods.
Published in Chapter: The Use of Cultural Factors in Storytelling in Digital Advertising: The Case of Turkey; From: Handbook of Research on Examining Cultural Policies Through Digital Communication
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Chapter 83
Advertising Techniques in the Digital World: The New Era of Social Communications
A group of marketing actions for promoting goods or services in a digital platforms, such as email, social media websites, banner ads on mobile or Web sites, among others.
Published in Chapter: Advertising Techniques in the Digital World: The New Era of Social Communications; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 91
Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
Used interchangeable with Internet advertising. The term covers a wide range of online advertising formats, ranging from email, social media applications, search engine advertising, mobile advertising, etc.
Published in Chapter: Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 10
The Structural Transformation of Narrative Advertising in Turkic Republics
It is used to identify the advertising activities of our era, which are open to instant interaction with the target audience through digital platforms, and which are suitable for instant interaction with the consumer.Digital advertising is a low-cost advertising product that is easy to produce by traditional advertising.
Published in Chapter: The Structural Transformation of Narrative Advertising in Turkic Republics; From: Handbook of Research on Narrative Advertising
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Chapter 21
Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey
The main purpose of online advertising is to perform advertising activities that will reach directly to the target audience. Online advertising can provide reports that have strategic importance to advertisers by using several measurement methods. It can also be documented for feedback and can provide more direct solutions when compared to other media channels with a smaller budget.
Published in Chapter: Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
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