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000751890 019__ $$a921033134$$a936860351
000751890 020__ $$a9783658105587$$q(electronic book)
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000751890 050_4 $$aHF5823
000751890 08204 $$a659.1$$223
000751890 24500 $$aAdvances in advertising research.$$n(Vol. VI),$$pThe digital, the classic, the subtle, and the alternative$$h[electronic resource] /$$cPeeter Verlegh, Hilde Voorveld, Martin Eisend (Eds.)
000751890 24630 $$aDigital, the classic, the subtle, and the alternative
000751890 264_1 $$aWiesbaden :$$bSpringer Gabler,$$c[2016]
000751890 264_4 $$c©2016
000751890 300__ $$a1 online resource
000751890 336__ $$atext$$btxt$$2rdacontent
000751890 337__ $$acomputer$$bc$$2rdamedia
000751890 338__ $$aonline resource$$bcr$$2rdacarrier
000751890 4901_ $$aEuropean Advertising Academy
000751890 5050_ $$aAdvertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts.
000751890 506__ $$aAccess limited to authorized users.
000751890 520__ $$aThis book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).
000751890 588__ $$aOnline resource; title from PDF title page (viewed September 12, 2015)
000751890 650_0 $$aAdvertising.
000751890 7001_ $$aVerlegh, Peeter,$$eeditor.
000751890 7001_ $$aVoorveld, Hilde,$$eeditor.
000751890 7001_ $$aEisend, Martin,$$eeditor.
000751890 7102_ $$aEuropean Advertising Academy.
000751890 77608 $$iPrint version:$$z3658105577$$z9783658105570$$w(OCoLC)911210660
000751890 830_0 $$aEuropean Advertising Academy.
000751890 852__ $$bebk
000751890 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-658-10558-7$$zOnline Access$$91397441.1
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