Advances in Advertising Research VIII [electronic resource] : Challenges in an Age of Dis-Engagement.

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Advances in Advertising Research VIII [electronic resource] : Challenges in an Age of Dis-Engagement.

9783658187316
365818731X
9783658187309
3658187301

Wiesbaden : Springer Fachmedien Wiesbaden, 2017.

English

1 online resource (294 pages).

10.1007/978-3-658-18731-6 doi
9783658187309

HF4999.2-6182

650

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents. Contents Advertising Media, Content, Audiences Advertising Processing and Reception Online Advertising and Communication Advertising Effectiveness 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 Vesna Zabkar, Ph. D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

4.2.1 Manipulation Checks.

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European Advertising Academy.

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