The impact of digitalisation on the advertising industry / Marion BONNE / 2022

Titre : The impact of digitalisation on the advertising industry Type de document : Mémoire Auteurs : Marion BONNE, Auteur Année de publication : 2022 Importance : 22 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management CONSEQUENCE ; PUBLICITE ; WEBMARKETING Résumé : Digitalization has invaded all sectors of activity, and advertising has not escaped this phenomenon, quite the contrary. Indeed, it is one of the sectors that has been most impacted since advertising methods have changed radically over the last few years. To define this phenomenon, we can say that it is a process that aims to transform traditional processes, objects, tools or even professions through digital technologies in order to make them more efficient. Digital transformation has existed since the arrival of the internet. For example, mail has been replaced by e-mail, shops by online shops and trade fairs by web forums. But is it always beneficial? Does this transformation always bring only positive benefits to the affected sector? How has digitalisation improved the concept of advertising? Has it made advertising communication easier? This transformation has had many impacts on our society and many questions arise from it. We can ask ourselves more specifically about the impact of digitalisation on the advertising sector. Advertising has evolved a great deal over the course of history to arrive at its current state. Many elements have accompanied this transformation which today has a real impact and consequences on the workings of this sector and our society. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562226