The Fundamentals of Digital Advertising

Chris Linford is Principal Lecturer and Head of Digital Media at the London College of Communication, UK. Chris has worked in many sectors of the media industry including advertising, games, multimedia, publishing and the Internet. Jo Hodges is Course Director for the BA (Hons) Advertising course at the London College of Communication, UK. Jo 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.

Chapter 1: Digital Advertising: The Digital Revolution; Technology Phobia and Digital Ignorance; Trans-media Storytelling; The Digital Space; Advertising Strategy; Convergence of Media; Trans-media Advertising - Traditional to Digital; Content is Still King Chapter 2: The Modern Agency: The Clients and their Requirements; The Brief - Starting with a Blank Page; Advertising Strategy; The Modern Agency - Creative Teams; Working with Specialist External Teams (AM and VJ) Chapter 3: Digital Advertising Strategies: Responding to the Customer not the Brand; The Changing Needs of; Clients and Educating them to Potential; Old vs New Brand Development - the Feeling of the Company; Digital Creative Development; The Global Reach; Identifying Users Technology; Converging Media ROI; Content Strategy - Giving the Client and Consumer More; Rapid Implementation; Responding to Change and Consumer Use - Monitoring Listening Services/Media Buying; Gamification; Technology Changes HTML5, Java and Flash; Digital Advertising Case Study Chapter 4: Digital Advertising Technologies: Print on Demand; Advergames; Social Media Campaigns; Interactive Video; Viral Advertising; QR Codes; Augmented Reality; Near Field Advertising; Video Poster Displays; Neuromarketing; Projection Mapping