Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative

Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative 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. Autor: Peeter Verlegh, Hilde Voorveld Wydawnictwo: Springer Rok wydania: 2015 Okładka: twarda Liczba stron: 406 Wymiary: 14.8 x 21 x 2.4 cm Ilustracje: 53 Tables, black and white; 57 Illustrations, black and white; XII, 406 p. 57 illus. Język: angielski ISBN: 9783658105570