Advances in Advertising Research X - Multiple Touchpoints in Brand Communication

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Sommario

Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.

Info autore

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.
Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

Riassunto

Publication in the field of economic sciences
Collection of essays on advertising, communication, marketing and media management

Essays on advertising effectiveness

Dettagli sul prodotto

• Con la collaborazione di: Enriqu Bigne (Editore), Enrique Bigne (Editore), Rosengren (Editore), Rosengren (Editore), Sara Rosengren (Editore)
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 01.11.2019
• EAN: 9783658248772
• ISBN: 978-3-658-24877-2
• Pagine: 240
• Dimensioni: 150 mm x 216 mm x 20 mm
• Peso: 432 g
• Illustrazioni: XI, 240 p. 34 illus.
• Serie: European Advertising Academy; European Advertising Academy
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Scienze umane, arte, musica > Psicologia > Psicologia applicata; Marketing, Branding, B, Internet marketing, Brands & branding, Behavioral Science and Psychology, Sales & marketing, Consumer behavior, Motivation research (Marketing), Branding (Marketing), Economics—Psychological aspects, Online Marketing/Social Media, Economic psychology