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20 Nov 2020 10:15:02 UTC
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Author: Peeter Verlegh
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p DejaVu Sans, serif 14pxThis 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. p DejaVu Sans, serif 14px**h3 DejaVu Sans, serif 14pxFrom the Back Cover p DejaVu Sans, serif 14pxThis 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. p DejaVu Sans, serif 14pxContents ul DejaVu Sans, serif 14px l****Advertising in Online and Social Medial lAdvertising Strategies for Print, TV, and Radiol lMixing Advertising and Contentl lAdvertising on Products, Floors, and Cartsl ul p DejaVu Sans, serif 14pxTarget Groups ul DejaVu Sans, serif 14px l****Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media managementl ul p DejaVu Sans, serif 14pxThe Editors p DejaVu Sans, serif 14pxPeeter Verlegh is Professor of Marketing at the VU University Amsterdam. p DejaVu Sans, serif 14pxHilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. p DejaVu Sans, serif 14pxMartin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder). h3 DejaVu Sans, serif 14pxAbout the Author p DejaVu Sans, serif 14pxPeeter 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).font face=DejaVu Sans, serifspan 14px(European Advertising Academy)spanfont
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English