Handbook of Research on New Media Applications in Public Relations and Advertising

Handbook of Research on New Media Applications in Public Relations and Advertising

Elif Esiyok (Atilim University, Turkey)
Release Date: August, 2020|Copyright: © 2021 |Pages: 572
DOI: 10.4018/978-1-7998-3201-0
ISBN13: 9781799832010|ISBN10: 1799832015|EISBN13: 9781799832034
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Description & Coverage
Description:

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success.

The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.

Coverage:

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

  • Augmented Reality
  • Corporate Social Responsibility
  • Digital Advertising
  • Digital Storytelling
  • Journalism
  • Online Behavior
  • Political Advertising
  • Political Consumerism
  • Social Media
  • Social Networking
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