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oapen-20.500.12657-314062021-11-04T14:10:46Z Commercial Communication in the Digital Age Siegert, Gabriele Rimscha, Björn Grubenmann, Stephanie Literature Communication Science Advertising Disinformation Greenwashing Internet Internet of things Journalism Marketing Meme bic Book Industry Communication::D Literature & literary studies 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 to publish, get informed or communicate – to “co-create” –, and to reach 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 questions and related issues. 2017-04-01 23:55:55 2020-03-21 03:00:29 2020-04-01T13:34:05Z 2020-04-01T13:34:05Z 2017-04-15 book 628402 OCN: 987569623 9783110416794;9783110416831 http://library.oapen.org/handle/20.500.12657/31406 eng application/pdf n/a 628402.pdf De Gruyter Mouton 10.26530/oapen_628402 100159 10.26530/oapen_628402 0cd1cab5-70b9-4617-be60-369b5084971a b818ba9d-2dd9-4fd7-a364-7f305aef7ee9 9783110416794;9783110416831 Knowledge Unlatched (KU) 100159 KU Select 2016 Front List Collection Knowledge Unlatched open access
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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 to publish, get informed or communicate – to “co-create” –, and to reach 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 questions and related issues.
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