Advances in Advertising Research (Vol. V)
Extending the Boundaries of Advertising
Published on 8. December 2014
Book
Hardback
XI, 330 pages
978-3-658-08131-7 (ISBN)
Description
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme "To Boldly Go... Extending the Boundaries of Advertising". The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.
More details
Series
Edition
2015
Language
English
Place of publication
Wiesbaden
Germany
Publishing group
Springer Fachmedien Wiesbaden GmbH
Target group
Professional and scholarly
Research
Illustrations
33 s/w Abbildungen
XI, 330 p. 33 illus.
Dimensions
Height: 216 mm
Width: 153 mm
Thickness: 24 mm
Weight
558 gr
ISBN-13
978-3-658-08131-7 (9783658081317)
DOI
10.1007/978-3-658-08132-4
Schweitzer Classification
Other editions
Additional editions
Ivana Busljeta Banks | Patrick De Pelsmacker | Shintaro Okazaki
Advances in Advertising Research (Vol. V)
Extending the Boundaries of Advertising
Book
10/2016
Springer Gabler
€53.49
Shipment within 10-15 days
Ivana Busljeta Banks | Patrick De Pelsmacker | Shintaro Okazaki
Advances in Advertising Research (Vol. V)
Extending the Boundaries of Advertising
E-Book
11/2014
1st Edition
Springer Gabler
€53.49
Available for download
Persons
Ivana Busljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
Content
Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.