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001358574 001__ 1358574
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001358574 050_4 $$aHF5410-5417.5
001358574 08204 $$a658.8$$223
001358574 24500 $$aAdvances in Advertising Research (Vol. VII) :$$bBridging the Gap between Advertising Academia and Practice /$$cedited by George Christodoulides, Anastasia Stathopoulou, Martin Eisend.
001358574 264_1 $$aWiesbaden :$$bSpringer Fachmedien Wiesbaden :$$bImprint :$$bSpringer Gabler,$$c2017.
001358574 300__ $$a1 online resource (XI, 315 pages 51 illustrations) :$$bonline resource
001358574 336__ $$atext$$btxt$$2rdacontent
001358574 337__ $$acomputer$$bc$$2rdamedia
001358574 338__ $$aonline resource$$bcr$$2rdacarrier
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001358574 4901_ $$aEuropean Advertising Academy
001358574 5050_ $$aOnline Advertising/Social Networks -- Consumer Responses to Advertising -- Culture and Advertising.
001358574 506__ $$aAccess limited to authorized users.
001358574 520__ $$aFocusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia. Contents - Online Advertising/Social Networks - Consumer Responses to Advertising - Culture and Advertising Target Groups - Researchers, instructors, students, and practitioners in the fields of advertising, communication, marketing and media management. The Editors George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London. Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.
001358574 650_0 $$aBusiness.
001358574 650_0 $$aMarketing.
001358574 655_0 $$aElectronic books
001358574 7001_ $$aChristodoulides, George,$$eeditor.
001358574 7001_ $$aStathopoulou, Anastasia,$$eeditor.
001358574 7001_ $$aEisend, Martin,$$eeditor.
001358574 830_0 $$aEuropean Advertising Academy.
001358574 852__ $$bebk
001358574 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-15220-8$$zOnline Access$$91397441.1
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001358574 980__ $$aBIB
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