Handbook of Research on Effective Advertising Strategies in the Social Media Age

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Nurdan Öncel Taşkıran (Ondokuz Mayıs University, Turkey) and Recep Yılmaz (Ondokuz Mayıs University, Turkey)
Indexed In: SCOPUS View 1 More Indices
Release Date: February, 2015|Copyright: © 2015 |Pages: 509
ISBN13: 9781466681255|ISBN10: 146668125X|EISBN13: 9781466681262|DOI: 10.4018/978-1-4666-8125-5


Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships.

The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Advertising Agency
  • Advertising Field
  • Augmented Reality
  • Contemporary Advertising
  • New Media
  • Social Impacts
  • Social Media Age

Reviews and Testimonials

Editors Taskiran and Yilmaz present students, academics, and researchers with a collection of scholarly essays and academic papers that together provide a comprehensive examination of contemporary social media marketing and advertising. The editors have organized the twenty-three contributions that make up the main body of the text in three parts devoted to new media channels, advertising production, and media planning strategies in the social media age; marketing communication strategies in social media; and social media uses, advertising discourses, their social impacts, and ethics.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Nurdan Oncel Taskiran has been working for Ondokuz Mayis University, Samsun, Faculty of Communication, since 2014 July. Professor Taskiran has written three books: An Introduction to Media Literacy, The New Image of Turkish Women Role Model on a Screen Serial "Aliye," and Advertising in 99 Questions. Her researches are primarily on popular culture products and Media Literacy. She also has studies on semiology as a means of communication and advertising communication, and visual analyses relating visual arts via iconographical method. She is interested in distance learning as well as a way of communication related with semiotics as a part of human perception and signification. She has a keen interest on animal communication. She has papers, articles, and translations published in national and international journals. She has been giving courses on graduate and post graduate levels at Ondokuz Mayis University, Faculty of Communication.
Recep Yilmaz, Ph.D., has been working as an Assistant Professor at Ondokuz Mayis University, Faculty of Communication, Public Relations and Publicity Department since 2015 February. Dr. Yilmaz has co-authored four books (Techniques for Scriptwriting, Advertising in 99 Questions, Keywords in Advertising, and Leadership and its Contemporary Dimensions) and has published numerous papers in several journals, conference proceedings and chapters in edited books since he got his MA. His major is Theoretical Communication. He also has studies on social semiology, advertising communication and promotion culture. Some of the graduate courses he has given are Introduction to Advertising, Advertising Scriptwriting, Introduction to Public Relations, Public Relations Campaigns, Visual Communication Applications, and Copywriting in Public Relations.