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Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative de Peeter Verlegh

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

Editat de Peeter Verlegh, Hilde Voorveld, Martin Eisend
en Limba Engleză Hardback – 15 sep 2015
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.
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Specificații

ISBN-13: 9783658105570
ISBN-10: 3658105577
Pagini: 420
Ilustrații: XII, 406 p. 57 illus.
Dimensiuni: 148 x 210 x 30 mm
Greutate: 0.65 kg
Ediția:1st ed. 2016
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria European Advertising Academy

Locul publicării:Wiesbaden, Germany

Public țintă

Research

Cuprins

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

Notă biografică

Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).

Textul de pe ultima copertă

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.
Contents
  • Advertising in Online and Social Media
  • Advertising Strategies for Print, TV, and Radio
  • Mixing Advertising and Content
  • Advertising on Products, Floors, and Carts
Target Groups
  • Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management
The Editors
Peeter Verlegh is Professor of Marketing at the VU University Amsterdam.
Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam.
Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).

Caracteristici

New articles in economic sciences Includes supplementary material: sn.pub/extras