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Advances in Advertising Research (Vol. VI) = The Digital, the Classic, the Subtle, and the Alternative /

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. VI)/ edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend.
其他題名:	The Digital, the Classic, the Subtle, and the Alternative /
其他作者:	Verlegh, Peeter.
面頁冊數:	XII, 406 p. 57 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-658-10558-7
ISBN:	9783658105587

Advances in Advertising Research (Vol. VI) = The Digital, the Classic, the Subtle, and the Alternative /
Advances in Advertising Research (Vol. VI)The Digital, the Classic, the Subtle, and the Alternative /[electronic resource] :edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend. - 1st ed. 2016. - XII, 406 p. 57 illus.online resource. - European Advertising Academy,2626-0328. - European Advertising Academy,5.

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. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).

ISBN: 9783658105587

Standard No.: 10.1007/978-3-658-10558-7doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Advances in Advertising Research (Vol. VI) = The Digital, the Classic, the Subtle, and the Alternative /
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