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Advertising: Developments and Issues in the Digital Age
Retail Price: $195.00
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$175.50
Editors: William L. Poulsen
Book Description:
The advertising industry is a major sector of the U.S. economy, employing hundreds of thousands of workers and accounting for about 2% of the nation's annual output. Advertising campaigns by large firms and small businesses provide consumers with product information and generate crucial income for newspapers, television and radio stations, magazines and other ventures. The advertising industry is in the midst of a fundamental restructuring, however. The deep recession has depressed ad spending. At the same time, the industry faces longer-term challenges as consumers migrate from traditional media to digital platforms such as websites, cell phones, mobile e-readers, and gaming networks. The emerging digital market offers great advantages including lower distribution costs, the ability to target ads to individuals rather than broad groups, and more precise tools to measure ad impact. This book explores current advertising developments and issues in the digital age. (Imprint: Nova)



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Table of Contents:
Preface pp. i-ix

Advertising Industry in the Digital Age
(Suzanne M. Kirchhoff)pp.1-26

Privacy Law and Online Advertising
(Kathleen Ann Ruane)pp.27-40

Direct-to-Consumer Advertising of Prescription Drugs
(Susan Thaul)pp.41-74

Federal Advertising Law: An Overview
(Henry Cohen)pp.75-82

Statement of The Federal Trade Commission on Behavioral Advertising, before the Senate Committee on Commerce, Science and Transportation pp.83-92

Statement of Leslie Harris, President/CEO, Center for Democracy and Technology, before the Senate Committee on Commerce, Science and Transportation, Hearing on "Privacy Implications of Online Advertising" pp.93-116

Guides Concerning the Use of Endorsements and Testimonials in Advertising
(Federal Trade Commission) pp.117-130

Chapter Sources pp.131-132

Index pp.133-138

   Series:
      Media and Communications - Technologies, Policies and Challenges
      Business Issues, Competition and Entrepreneurship
   Binding: Hardcover
   Pub. Date: 2011
   Pages: 147
   ISBN: 978-1-61761-783-6
   Status: AV
  
Status Code Description
AN Announcing
FM Formatting
PP Page Proofs
FP Final Production
EP Editorial Production
PR At Prepress
AP At Press
AV Available
  
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Advertising: Developments and Issues in the Digital Age