Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative
Aus der Reihe
European Advertising Academy
-
- Hardcover
- Taschenbuch ausgewählt
- eBook
-
Sprache:Englisch
Fr. 72.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
23.08.2016
Abbildungen
XII, 406 p. 57 illus.
Herausgeber
Peeter Verlegh + weitereVerlag
Springer Fachmedien Wiesbaden GmbHSeitenzahl
406
Maße (L/B/H)
21/14.8/2.3 cm
Gewicht
541 g
Auflage
Softcover reprint of the original 1st ed. 2016
Sprache
Englisch
ISBN
978-3-658-14082-3
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.
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