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Advances in Advertising Research (Vol. V)

Extending the Boundaries of Advertising

Paperback Engels 2016 9783658140908
Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.

Specificaties

ISBN13:9783658140908
Taal:Engels
Bindwijze:paperback
Uitgever:Springer Fachmedien Wiesbaden

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Inhoudsopgave

Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.

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