Digital advertising campaigns and the branded economy

Bibliographic Data

ID20078625
AuthorsGustav Sjöblom, Oskar Broberg (0000-0001-7346-8729), Ann-Sofie Axelsson, Ann‐sofie Axelsson (0000-0003-0125-0979)
Year2017
Pages203-224
Publication date2017-07-14
Peer ReviewedYes
Open AccessNo
TypeCHAPTER
VenueDigitalizing Consumption (SOURCE_BOOK)
PublisherRoutledge (PUBLISHER • GB)
DOI10.4324/9781315647883-11
OpenAlexW2736464969
ISBN9781315647883
LanguageEN
Citations received13

This chapter focuses on digital advertising campaigns and the role of advertising agencies in contemporary branded capitalism. Through the lens of five award-winning advertising campaigns the chapter traces the emergence of digital advertising campaigns as market devices and of digital advertising agencies as cultural intermediaries. Market devices frame the encounter between supply and demand. For instance, Franck Cochoy has shown how retail spaces frame a set of consumer choices through the arrangement of retail space, shelving and the use of trolleys. The chapter focuses particularly on the emergence of digital advertising since the breakthrough of the Internet in the mid-1990s. On the Internet, brands can travel immaterially between places and across media platforms. The challenge for digital advertising is to create social ties around brands that generate emotional and experiential ties that will affect the status of the brands in the minds of consumers, and thus its brand equity

Advertising · Advertising campaign · Business · Digital economy · World Wide Web · Computer Science · Digital Marketing and Social Media

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