Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice
1. Auflage 2017
ISBN: 978-3-658-15219-2
Verlag: Springer

Buch, Englisch, 315 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 5257 g

Reihe: European Advertising Academy

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Zielgruppe

Research

Autoren/Hrsg.

Christodoulides, George

Eisend, Martin

Stathopoulou, Anastasia

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

Online Advertising/Social Networks.- Consumer Responses to Advertising.- Culture and Advertising.

Über Autor(innen)

George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.