Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice / edited by George Christodoulides, Anastasia Stathopoulou, Martin Eisend.
Christodoulides, George, editor.; Stathopoulou, Anastasia, editor.; Eisend, Martin, editor.
2017
HF5410-5417.5
Available Online

Linked e-resources

Linked Resource Online Access
Concurrent users Unlimited
Authorized users Authorized users
Document Delivery Supplied Can lend chapters, not whole ebooks

Details

Title Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice / edited by George Christodoulides, Anastasia Stathopoulou, Martin Eisend.
ISBN 3658152192
9783658152192
9783658152208
DOI https://doi.org/10.1007/978-3-658-15220-8
Published Wiesbaden : Springer Fachmedien Wiesbaden : Imprint : Springer Gabler, 2017.
Language English
Description 1 online resource (XI, 315 pages 51 illustrations) : online resource
Item Number 10.1007/978-3-658-15220-8 doi
9783658152192
Call Number HF5410-5417.5
Dewey Decimal Classification 658.8
Summary Focusing 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.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Added Author Christodoulides, George, editor.
Stathopoulou, Anastasia, editor.
Eisend, Martin, editor.
Series European Advertising Academy.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
Online Advertising/Social Networks
Consumer Responses to Advertising
Culture and Advertising.

Browse Subjects

Show more subjects...

Statistics

from
to
Export