Advances in Advertising Research (Vol. III)
Current Insights and Future Trends
1st Edition
Published on 23. August 2012
XII, 436 pages
978-3-8349-4291-3 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
Wiesbaden
Germany
Publishing group
Betriebswirtschaftlicher Verlag Gabler
Target group
Professional and scholarly
Product notice
Reflowable
Illustrations
XII, 436 p.
File size
6,36 MB
ISBN-13
978-3-8349-4291-3 (9783834942913)
DOI
10.1007/978-3-8349-4291-3
Schweitzer Classification
Other editions
Additional editions
Tobias Langner | Shintaro Okazaki | Martin Eisend
Advances in Advertising Research (Vol. III)
Current Insights and Future Trends
Book
07/2014
Springer Gabler
€53.49
Shipment within 7-9 days
Tobias Langner | Shintaro Okazaki | Martin Eisend
Advances in Advertising Research (Vol. III)
Current Insights and Future Trends
Book
06/2012
1st Edition
Springer Gabler
€53.49
Shipment within 7-9 days
Persons
Martin Eisend is Professor of International Marketing at the European University Viadrina, Frankfurt (Oder), Germany.
Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.
Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
Content
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.
