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When first thinking of putting together a compilation of writings on a particular topic, those that have
such a notion believe they will give meaning to a paradigm, influence a research area, or at a minimum
shed light exploring a critical phenomenon. Ultimately, the editors and authors hope that the exchange
for the reader - in return for thoughtful consideration of and time invested with the material put before
them - will be a level of understanding and newly acquired insight. Such was the thinking of the editors
of this volume even though we knew that time would not be friendly to our efforts. The combination of
advertising practice, available technology and media use has produced shifts in commercial and social
communication that have become culturally defining. This volume provides both the baseline for such
changes and the predictors of what comes next. In many ways the speed and the changes that have occurred
during the compilation, editing and publication of this volume reflect Moore’s Law and perhaps
even surpassing the exponential levels of change implicit in his prophecy.
Throughout the book, authors integrate their beliefs and research findings by examining some of
the most critical areas of interest within digital media. For example, the relationship between metrics
and advertising theory, as well as conventional measurements of effectiveness, are presented early and
remain an important element throughout the text. Further, chapters dealing with gaming and virtual
realities stimulate provocative examination of consumer engagement and its relationship with individual
characteristics. Likewise, the transformation of consumer preference from professionally created content
and delivery to the consumption of user-generated content is fully explored. Certainly the prevalence
of research illustrating how consumers respond to convenience, choice and control throughout several
chapters reflects how significantly the mass media have transformed in recent years. Finally, social networks
and the digital manifestations of word-of-mouth via blogs and wikis represent excellent examples
of the strength of web-related efforts for stimulating consumer behavior. These digital experiences do
not occur for consumers simply from being talked to by advertisers; rather they reflect a far more active
– at times aggressive – level of communication.
The editors believe this book represents a wonderful cross-section of current research and understanding
of digital media through contemporary communication. The metrics and theory throughout are
well presented and reflect the multidisciplinary nature of digital media by connecting such industries as
business, sports, politics, gaming and economics. Advertising within the realm of digital media goes
well beyond simply identifying how much or how often a commercial message is delivered, but instead
seeks to embrace consumer awareness, behavior and commercial impact that is unarguably attributed
to mediated communication. |