Advertising in the Digital Age

This exploration of how the evolution of media has affected advertising packs a lot of information into a relatively brief running time, combining commentary from a knowledgeable host and interviews with brand reputation management and ad agency professionals, as well as an indie TV producer. Looking at traditional techniques for reaching consumers (including facts-and-figures based persuasion, bandwagon, celebrity endorsement, exclusive offers, and comedy), the program contrasts old and new media practices: TV, magazines, and radio vs. blogs, podcasts, apps, and social sites. Focusing mainly on Facebook, Advertising in the Digital Age illustrates how two-way communication can help “level the playing field” for smaller companies. Noting that consumers should learn to be proactive and web smart (from adjusting privacy settings to seeking out third-party reviews to compare prices and services), this is a solid overview of contemporary marketing techniques and being a savvy consumer. Recommended. Aud: I, J, H, P. (J. Williams-Wood)