Advances in Advertising Research (Vol. 2)
Breaking New Ground in Theory and Practice
1st Edition
Published on 21. June 2011
Book
Paperback/Softback
XII, 490 pages
978-3-8349-3134-4 (ISBN)
Description
Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable
value for advancing our knowledge.
on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable
value for advancing our knowledge.
More details
Series
Language
English
Place of publication
Wiesbaden
Germany
Publishing group
Betriebswirtschaftlicher Verlag Gabler
Target group
Professional and scholarly
Researchers and students in the fields of advertising, communication, marketing and media management
practitioners who embrace cutting-edge paradigms and methodologies in these fields
Illustrations
44 s/w Abbildungen, 55 s/w Tabellen
XII, 490 p. 44 illus.
Dimensions
Height: 216 mm
Width: 153 mm
Thickness: 36 mm
Weight
842 gr
ISBN-13
978-3-8349-3134-4 (9783834931344)
DOI
10.1007/978-3-8349-6854-8
Schweitzer Classification
Other editions
Additional editions
Shintaro Okazaki
Advances in Advertising Research (Vol. 2)
Breaking New Ground in Theory and Practice
E-Book
06/2011
1st Edition
Springer Gabler
€96.29
Available for download
Person
Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
Content
Product Placement and Gaming; Social Issues and Advertising; Generation; Social Interaction and Advertising; Organization, Publicity and Reputation; Branding; Media and Agency; Advertising Content, Appeals and Execution