The Digital, the Classic, the Subtle, and the Alternative - Couverture rigide

Couverture rigide

ISBN 10 : 3658105577 ISBN 13 : 9783658105570

Editeur : Springer Gabler, 2015

Synopsis

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.

A propos du livre

À propos de l?auteur

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).

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2015
• Langue: anglais
• ISBN 10: 3658105577
• ISBN 13: 9783658105570
• Reliure: Relié
• Numéro d'édition: 1
• Nombre de pages: 418
• Éditeur: Verlegh Peeter, Voorveld Hilde, Eisend Martin
• Coordonnées du fabricant: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Allemagne