Advances in advertising research. (Vol. VI), The digital, the classic, the subtle, and the alternative [electronic resource] / Peeter Verlegh, Hilde Voorveld, Martin Eisend (Eds.)
2016
HF5823
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Title
Advances in advertising research. (Vol. VI), The digital, the classic, the subtle, and the alternative [electronic resource] / Peeter Verlegh, Hilde Voorveld, Martin Eisend (Eds.)
ISBN
9783658105587 (electronic book)
3658105585 (electronic book)
9783658105570
3658105577
3658105585 (electronic book)
9783658105570
3658105577
Published
Wiesbaden : Springer Gabler, [2016]
Copyright
©2016
Language
English
Description
1 online resource
Call Number
HF5823
Dewey Decimal Classification
659.1
Summary
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).
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Source of Description
Online resource; title from PDF title page (viewed September 12, 2015)
Added Corporate Author
European Advertising Academy.
Series
European Advertising Academy.
Available in Other Form
Print version: 9783658105570
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Table of Contents
Advertising in Online and Social Media
Advertising Strategies for Print, TV, and Radio
Mixing Advertising and Content
Advertising on Products, Floors, and Carts.
Advertising Strategies for Print, TV, and Radio
Mixing Advertising and Content
Advertising on Products, Floors, and Carts.