Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy, Band 6) - Hardcover

Hardcover

ISBN 10: 3658105577 ISBN 13: 9783658105570

Verlag: Springer Gabler, 2015

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

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).

Von der hinteren Coverseite

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).

Details zur Ausgabe

• Verlag: Springer Gabler
• Erscheinungsdatum: 2015
• Sprache: Englisch
• ISBN 10: 3658105577
• ISBN 13: 9783658105570
• Einband: Gebundene Ausgabe
• Auflage: 1
• Anzahl der Seiten: 418
• Herausgeber: Verlegh Peeter, Voorveld Hilde, Eisend Martin
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3; Heidelberg; 69115; Deutschland