University of Nebraska–Lincoln College of Journalism and Mass Communications professors Ruth Brown, Valerie Jones and Bryan Wang co-edited two-volume book set “New Advertising,” which will be published next month.
The book set is a compilation of chapters about teaching advertising in the digital age written by both academics and professionals.
“This book set is a bridge between industry and academia,” Jones said. “It combines theory with real-world experiences and examples. We drew on contacts from both worlds to create a resource that we think is not only valuable, but also approachable.”
The book features chapters on subjects such as the shift to consumer-centric advertising, big data’s effect on advertising, the importance of tailoring promotional material, native advertising, user experience and social media marketing, to name a few.
Contributors include professors from UNL, Northwestern University, Rutgers University, Ohio State University and the University of Georgia, among others. Many industry leaders also contributed to the book from organizations such as Publicis, Turner, Starcom, Harbor Research and Catalina Marketing.
Brown, Ph.D., is a recently retired advertising and public relations professor. She taught classes in research, strategy and writing. She was a professional in the field for 15 years before joining UNL. She is the author of numerous publications and has guided her students to many awards and recognitions.
Jones began her career as a media strategist at Starcom Worldwide in San Francisco, a Publicis company. She developed a specialization in the digital space and moved to Chicago with Starcom to join its interactive division. In 2006, Jones returned to Nebraska first as an associate director at Baily Lauerman, then head of insights and analytics at Swanson Russell. She then opened her own consulting business, before joining the faculty in 2013 as an assistant professor.
Wang joined the faculty in 2012 as an assistant professor. His teaching specialties include strategic communication, new media and quantitative research methodology. Before his graduate studies in the United States, Wang had professional experiences in journalism and strategic communication in China. In addition to teaching, he conducts theoretical research in strategic communications practices and democratic citizenship.
The book is being published by Praeger and will be available in both hard copy and e-book in September. For more information about the book, visit https://newadvertising.wordpress.com/