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Digital Dawn in Adland : Transforming Australian Agencies.
・ISBN 978-1-138-39388-2 2021 hard GB£ 171.99
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・ISBN 978-1-032-01663-4 2023 paper GB£ 43.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-40149-7
| 著者・編者 | Crawford, Robert, |
|---|---|
| シリーズ | Routledge Studies in the History of Marketing |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2021.06 |
| ページ数 | 166 pp. |
| 言語 | ENG |
| ニュース番号 | ＜662-L1313 662-P2133＞ |
解説
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.