Advances in Advertising Research (Vol. VI) - The Digital, the Classic, the Subtle, and the Alternative

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

Sommario

Advertising in Online and Social Media.- Advertising Strategies for Print, TV, and Radio.- Mixing Advertising and Content.- Advertising on Products, Floors, and Carts.

Dettagli sul prodotto

• Con la collaborazione di: Martin Eisend (Editore), Peeter Verlegh (Editore), Hilde Voorveld (Editore)
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 23.08.2016
• EAN: 9783658140823
• ISBN: 978-3-658-14082-3
• Pagine: 406
• Dimensioni: 148 mm x 22 mm x 210 mm
• Peso: 547 g
• Illustrazioni: XII, 406 p. 57 illus.
• Serie: European Advertising Academy
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, B, Market research, Business and Management, Management science, Branding;Communication;Marketing;Media;Social Media