The Fundamentals of Digital Advertising

The Fundamentals of Digital Advertising is an informative introduction to advertising today. It explains the modernization of the advertising industry by examining the wide array of forms that digital advertising now takes, as well as looking at the trends and technologies which are likely to be used in the future. Focusing on real-life examples, it looks at how advertising creatives have responded to the different demands of digital campaigns, giving a crucial insight into this dynamic industry. Clear and engaging explanations help readers to develop their own new and innovative campaigns.

The text guides students through the exciting world of online and interactive advertising - covering everything from banner ads, advergames and viral campaigns to page takeovers and in-game advertising. The book includes many examples taken from successful campaigns to inspire students in their own projects.

Chris Linford has worked in many sectors of the media industry including advertising, games, multimedia, publishing and the Internet. He joined the University of the Arts at the London College of Communication, UK, as a Principal Lecturer and Head of Digital Media in 1997.

Jo Hodges has worked as an award-winning creative on well-known press and TV campaigns and as a creative consultant copywriter on brand development for a diverse range of clients. Having held a number of teaching positions at the London College of Communication, UK, Jo is currently Course Director for the BA (Hons) Advertising course there.