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

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

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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.


Request Code : ZLIBIO1408469
Categories:
Year:
2016
Edition:
1
Publisher:
Gabler Verlag
Language:
English
Pages:
XII, 406
ISBN:
978-3-658-10557-0,978-3-658-10558-7
Series:
European Advertising Academy

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