Chapter 1: The Interactive Advertising Model Chapter 2: The Interactive Advertising Model: An Empirical Study Chapter 3: Industry Trends in Digital Advertising Part II: Theory Breakthroughs Chapter 4: Digital Advertising Theory Chapter 5: Integrated Theoretical Approaches Chapter 6: MAIN Model Chapter 7: Schema Theory Website Chapter 8: Uses & Gratifications Chapter 9: Double-Dipping Effect Chapter 10: Reversal Theory Chapter 11: Constitutive Rhetoric Part III: New Approaches to Research Chapter 12: Research: Overview Chapter 13: New Approaches in Social Media Chapter 14: New Approaches in Source Effects Chapter 15: New Approaches in Digital Messaging Chapter 16: Advergaming Chapter 17: Advertising and Promotion Budgeting Chapter 18: Message Strategies Chapter 19: Customized Communication Chapter 20: New Approaches to Getting Consumers’ Attention Part IV: Digital Media –Radiating Voices Chapter 21: Digital Promotional Techniques and Channel Selection: Overview Chapter 22: The Role of Search Behavior Chapter 23: Segmentation and Target Audience Selection Chapter 24: Mobile Devices Chapter 25: Smartphones Chapter 26: In-game Advertising Player difficulty and player Chapter 27: Facebook/Twitter Brand liking and Facebook/Twitter Chapter 28: Emerging Markets Chapter 29: Global Reach Part V: Evaluating Digital Advertising Chapter 30: Efficacy of Digital Advertising Chapter 31: Assessing Digital Advertising Efficiency Chapter 32: Evaluating Digital Advertising Chapter 33: New Metrics Chapter 34: Multimedia Channels Chapter 35: Search Engine Optimization Part VI: Future Research Trends and Opportunities Chapter 36: Controversies and Issues: Overview Chapter 37: Privacy Chapter 38: Online Tracking Chapter 39: Ad Blocking and Ad Avoidance Chapter 40: Adolescents and Privacy Chapter 41: The Future of Digital Advertising