Advances in Advertising Research (Vol. III) [electronic resource] : Current Insights and Future Trends / edited by Martin Eisend, Tobias Langner, Shintaro Okazaki.
Tipo de material: TextoSeries European Advertising Academy | European Advertising AcademyEditor: Wiesbaden : Gabler Verlag : Imprint: Gabler Verlag, 2012Descripción: XII, 436 p. online resourceTipo de contenido:- text
- computer
- online resource
- 9783834942913
- SpringerLink (Online service)
- 658.8 23
- HF5410-5417.5
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.
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, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network.
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