| Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative 2016 Edition Contributor(s): Verlegh, Peeter (Editor), Voorveld, Hilde (Editor), Eisend, Martin (Editor) |
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ISBN: 3658105577 ISBN-13: 9783658105570 Publisher: Springer Gabler OUR PRICE: $52.24 Product Type: Hardcover - Other Formats Published: September 2015 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| Series: European Advertising Academy |
| Physical Information: 0.94" H x 5.83" W x 8.27" (1.44 lbs) 406 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |