Advances in Advertising Research (Vol. V) - Extending the Boundaries of Advertising

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme "To Boldly Go... Extending the Boundaries of Advertising". The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.

Sommario

Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.

Dettagli sul prodotto

• Con la collaborazione di: Ivana Bu¿ljeta Banks (Editore), Ivana Busljeta Banks (Editore), Ivana Bušljeta Banks (Editore), Patrick De Pelsmacker (Editore), Shintaro Okazaki (Editore)
• Editore: Springer, Berlin
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 29.10.2016
• EAN: 9783658140908
• ISBN: 978-3-658-14090-8
• Pagine: 330
• Dimensioni: 148 mm x 210 mm x 18 mm
• Peso: 450 g
• Illustrazioni: XI, 330 p. 33 illus.
• Serie: European Advertising Academy
• Categorie: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing; Marketing, Management, C, Management und Managementtechniken, Market research, Business and Management, Market Research/Competitive Intelligence, Management & management techniques, Management science, Management and management techniques