Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy)

ISBN 10: 3658140828 / ISBN 13: 9783658140823

Published by Springer Gabler, 2016

About this Item

pp. 418.

Seller Inventory # 26378169262

Bibliographic Details

• Title: Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy)
• Publisher: Springer Gabler
• Publication Date: 2016
• Language: English
• ISBN 10: 3658140828
• ISBN 13: 9783658140823
• Binding: Soft cover
• Condition: New

About this title

Synopsis

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.

About the Author

Peeter 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).