AHA-BUCH

Advances in Advertising Research 06

The Digital, the Classic, the Subtle, and the Alternative
 Book
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ISBN-13:
9783658105570
Einband:
Book
Erscheinungsdatum:
15.09.2015
Seiten:
406
Autor:
Peeter Verlegh
Gewicht:
675 g
Format:
216x151x30 mm
Serie:
European Advertising Academy
Sprache:
Englisch
Beschreibung:

99
Advertising in Online and Social Media.- Advertising Strategies for Print, TV, and Radio.- Mixing Advertising and Content.- Advertising on Products, Floors, and Carts.
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.