000			03173cam a22004098i 4500
001			19553872
003			OSt
005			20241206122251.0
008			170315s2017 nyu b 001 0 eng
020			_a9781259835681 [paperback]
040			_aDLC _beng _erda _cDLC
042			_apcc
082	0	0	_223
100	1		_aSmith, Mike, _d1966- _eauthor.
245	1	4	_aThe native advertising advantage : _bbuild authentic content that revolutionizes digital marketing and drives revenue growth / _cMike Smith.
260			_aNew York : _bMcGraw-Hill Education, _cc2017.
263			_a1704
300			_axv, 202 pages :
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction -- What is native advertising? -- Native advertising: where it began, where it's going -- When is native advertising ok and when is it not ok? -- Disclosures, compliance, and legal issues -- How journalists are adapting -- A look at brands that have gone native -- Consumer reaction -- Best practices and recommendations.
520			_a"One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others." --Provided by the publisher
521			_aAdult
541			_aDonated _xBiore, Christopher _yCollege of Business and Accountancy _zBSBA-Marketing Management
541			_aDonated _xBiore, Christopher _yCollege of Business and Accountancy _zBSBA-Marketing Management
546			_aText in English
650		0	_aInternet advertising.
650		0	_aInternet marketing.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK
998			_cadryann[new] _d12/05/2024
998			_cadryann[added] _d12/05/2024
999			_c13067 _d13067