Advances in advertising research : Vol. VI, The digital, the classic, the subtle, and the alternative / edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend.
Material type:
TextSeries: European advertising academyPublisher: Wiesbaden : Springer Gabler, 2015Description: 1 volumeContent type: text Media type: computer Carrier type: online resourceISBN: 9783658105587 (ebook)Other title: Digital, the classic, the subtle, and the alternativeSubject(s): Advertising | Business and Management | Management & management techniques | Sales & marketing | AdvertisingGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9783658105570Summary: This title 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. 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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E-book
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Electronic publication | Electronic publication | Available |
Formerly CIP. Uk
Includes bibliographical references.
This title 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. 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.
Also available in printed form ISBN 9783658105570
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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