Advances in Advertising Research (Vol. III)

2012
ISBN: 978-3-8349-4649-2
Verlag: Gabler, Betriebswirt.-Vlg

Buch, Englisch, 436 Seiten, Previously published in hardcover, Format (B × H): 148 mm x 210 mm, Gewicht: 632 g

Reihe: European Advertising Academy

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, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

Zielgruppe

Research

Autoren/Hrsg.

Langner, Tobias

Okazaki, Shintaro

Eisend, Martin

Fachgebiete

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

Inhaltsverzeichnis

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.

Über Autor(innen)

Martin Eisend is Professor of International Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.

Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.