Fr. 135.00

Advances in Advertising Research (Vol. VII) - Bridging the Gap between Advertising Academia and Practice

English · Paperback / Softback

Shipping usually within 6 to 7 weeks

Description

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Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

List of contents

Online Advertising/Social Networks.- Consumer Responses to Advertising.- Culture and Advertising.

About the author

George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany. 

Summary

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Product details

Assisted by George Christodoulides (Editor), Martin Eisend (Editor), Anastasi Stathopoulou (Editor), Anastasia Stathopoulou (Editor)
Publisher Springer, Berlin
 
Languages English
Product format Paperback / Softback
Released 01.01.2018
 
EAN 9783658215149
ISBN 978-3-658-21514-9
No. of pages 315
Dimensions 148 mm x 17 mm x 210 mm
Weight 430 g
Illustrations XI, 315 p. 51 illus.
Series European Advertising Academy
European Advertising Academy
Subjects Social sciences, law, business > Business > Advertising, marketing

Marketing, B, Market research, Business and Management, Management science, Branding;Media;Marketing;Communication;Social Networks

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