Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising: European Advertising Academy, cartea 5
Editat de Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazakien Limba Engleză Hardback – 8 dec 2014
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Specificații
ISBN-13: 9783658081317
ISBN-10: 3658081317
Pagini: 344
Ilustrații: XI, 330 p. 33 illus.
Dimensiuni: 148 x 210 x 24 mm
Greutate: 0.56 kg
Ediția:2015
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria European Advertising Academy
Locul publicării:Wiesbaden, Germany
ISBN-10: 3658081317
Pagini: 344
Ilustrații: XI, 330 p. 33 illus.
Dimensiuni: 148 x 210 x 24 mm
Greutate: 0.56 kg
Ediția:2015
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria European Advertising Academy
Locul publicării:Wiesbaden, Germany
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Public țintă
ResearchCuprins
Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.
Notă biografică
Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
Textul de pe ultima copertă
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.
Contents
Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management
The Editors
Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management.
Patrick De Pelsmacker is professor ofmarketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia).
Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
Contents
- Advertising Appeals and Processing
- Online and Mobile Advertising
- TV Advertising and Product Placement
- Cultural, Gender and Age Issues in Advertising
- Branding Challenges
- IMC
Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management
The Editors
Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management.
Patrick De Pelsmacker is professor ofmarketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia).
Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
Caracteristici
New articles in economic sciences. Includes supplementary material: sn.pub/extras