Advances in Advertising Research (Vol. VII)

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Bridging the Gap between Advertising Academia and Practice

Autor: George (Hrsg.) Christodoulides

CHF 147.00

ISBN: 978-3-658-21514-9

Einband: Kartonierter Einband (Kt)

Verfügbarkeit: Lieferbar in ca. 20-45 Arbeitstagen

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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.

Autor	George (Hrsg.) Christodoulides
Verlag	Springer Nature EN
Einband	Kartonierter Einband (Kt)
Erscheinungsjahr	2018
Seitenangabe	315 S.
Lieferstatus	Lieferbar in ca. 20-45 Arbeitstagen
Ausgabekennzeichen	Englisch
Abbildungen	Previously published in hardcover; XI, 315 p. 51 illus., schwarz-weiss Illustrationen
Masse	H21.0 cm x B14.8 cm 430 g
Coverlag	Springer Gabler (Imprint/Brand)
Auflage	Softcover reprint of the original 1st ed. 2017
Reihe	European Advertising Academy