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Advances in Advertising Research IX: Power to Consumers de Verolien Cauberghe

Advances in Advertising Research IX: Power to Consumers: European Advertising Academy

Editat de Verolien Cauberghe, Liselot Hudders, Martin Eisend
en Limba Engleză Hardback – 17 iul 2018
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
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Specificații

ISBN-13: 9783658226800
ISBN-10: 3658226803
Pagini: 342
Ilustrații: XII, 353 p. 35 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.59 kg
Ediția:1st ed. 2018
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria European Advertising Academy

Locul publicării:Wiesbaden, Germany

Cuprins

Going Beyond: Persuading the Consumer with New Advertising Formats.- Getting Inside the Game: Effectiveness of In-Game Advertising.- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles.- Doing Good: Corporate Social Responsibility and Consumer Protection.- Let them Talk: How to Increase and Evaluate Word of Mouth.- It’s All about Context: Situational Influences on Advertising Effects.

Notă biografică

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.
Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.
Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Textul de pe ultima copertă

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
Contents
  • Going Beyond: Persuading the Consumer with New Advertising Formats
  • Getting Inside the Game: Effectiveness of In-Game Advertising
  • How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles
  • Doing Good: Corporate Social Responsibility and Consumer Protection
  • Let them Talk: How to Increase and Evaluate Word of Mouth
  • It’s All about Context: Situational Influences on Advertising Effects
Target Groups
Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas.
The Editors

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.
Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.
Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Caracteristici

Publication in the field of economic sciences Persuading the consumer with new advertising formats Effectiveness of in-game advertising An insight into the effects of advertising execution styles