Advances in Advertising Research (Vol. III)

Name: Advances in Advertising Research (Vol. III)
Author: Tobias Langner

Current Insights and Future Trends

Paperback Engels 2014 2012e druk 9783834946492

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Samenvatting

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

Specificaties

ISBN13:9783834946492

Taal:Engels

Bindwijze:paperback

Aantal pagina's:436

Uitgever:Gabler Verlag

Druk:2012

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing

Serie:European Advertising Academy

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Inhoudsopgave

Advertising Content, Appeals, and Execution.- Corporate Responsibility, Social Issues, and Advertising.- Social Media, Online, and Mobile Advertising.- Product Placement.- Gender, Children, and Advertising.- Consumers, Companies, Brands, and their Relationships.