Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative
Object category:
Elektronische Ressource
Person/Institution:
Publisher:
Springer Gabler
Place of publication:
Wiesbaden
Date:
2016
Extent, illustration, format:
Online-Ressource (1 online resource)
Language:
Englisch
Providing institution:
Additional information
Abstract:
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)
Object text:
edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend
Description based upon print version of record
Springer eBook Collection. Business and Management
Description based upon print version of record
Springer eBook Collection. Business and Management
Contents:
Advertising in Online and Social MediaAdvertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts.
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Contact
Universität Erfurt
Forschungsbibliothek Gotha
Schloss Friedenstein
Schlossplatz 1
99867 Gotha
+49 361 737-5540
bibliothek.gotha(at)uni-erfurt.de
Forschungsbibliothek Gotha
Schloss Friedenstein
Schlossplatz 1
99867 Gotha
+49 361 737-5540
bibliothek.gotha(at)uni-erfurt.de
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Created:
2023-04-13
Last changed:
2023-03-31
Added to portal:
2023-04-13
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