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Advances in Advertising Research (Vol. V) = Extending the Boundaries of Advertising /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Advances in Advertising Research (Vol. V)/ edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki.
其他題名:	Extending the Boundaries of Advertising /
其他作者:	Banks, Ivana Bušljeta.
面頁冊數:	XI, 330 p. 33 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-658-08132-4
ISBN:	9783658081324

Advances in Advertising Research (Vol. V) = Extending the Boundaries of Advertising /
Advances in Advertising Research (Vol. V)Extending the Boundaries of Advertising /[electronic resource] :edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki. - 1st ed. 2015. - XI, 330 p. 33 illus.online resource. - European Advertising Academy,52626-0328 ;. - European Advertising Academy,5.

Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC.

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. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta 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.

ISBN: 9783658081324

Standard No.: 10.1007/978-3-658-08132-4doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Advances in Advertising Research (Vol. V) = Extending the Boundaries of Advertising /
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