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Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy Book 6) by Peeter Verlegh; Hilde Voorveld; Martin Eisend; European Advertising Academy; ICORIA 13 2014 Amsterdam; International Conference on Research in Advertising (ICORIA) is a nonfiction available to read on EtoBox.

What is Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy Book 6) about?

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. ** From the Back Cover 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 resea

Who reads Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy Book 6)?

Author

Peeter Verlegh; Hilde Voorveld; Martin Eisend; European Advertising Academy; ICORIA 13 2014 Amsterdam; International Conference on Research in Advertising (ICORIA)

Publisher

Springer Gabler. in Springer Fachmedien Wiesbaden GmbH Springer [distributor

Published

2016

Language

EN

ISBN

9783658105587

Category

nonfiction

Subjects

Marketing, Management, Business