The Resource Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)

Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)

Label
Advances in Advertising Research IX : Power to Consumers
Title
Advances in Advertising Research IX
Title remainder
Power to Consumers
Statement of responsibility
edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend
Contributor
Editor
Provider
Subject
Language
eng
Summary
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world. Contents Going Beyond: Persuading the Consumer with New Advertising Formats Getting Inside the Game: Effectiveness of In-Game Advertising How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles Doing Good: Corporate Social Responsibility and Consumer Protection Let them Talk: How to Increase and Evaluate Word of Mouth It’s All about Context: Situational Influences on Advertising Effects Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas. The Editors Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany
Member of
Image bit depth
0
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
  • Cauberghe, Verolien.
  • Hudders, Liselot.
  • Eisend, Martin.
  • SpringerLink
Series statement
European Advertising Academy
http://library.link/vocab/subjectName
  • Business
  • Internet marketing
  • Business and Management
  • Branding
  • Consumer Behavior
  • Online Marketing/Social Media
Label
Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)
Instantiates
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Going Beyond: Persuading the Consumer with New Advertising Formats -- Getting Inside the Game: Effectiveness of In-Game Advertising -- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles -- Doing Good: Corporate Social Responsibility and Consumer Protection -- Let them Talk: How to Increase and Evaluate Word of Mouth -- It’s All about Context: Situational Influences on Advertising Effects
Dimensions
unknown
Extent
XII, 353 p. 35 illus.
File format
multiple file formats
Form of item
electronic
Isbn
9783658226817
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-22681-7
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-658-22681-7
Label
Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Going Beyond: Persuading the Consumer with New Advertising Formats -- Getting Inside the Game: Effectiveness of In-Game Advertising -- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles -- Doing Good: Corporate Social Responsibility and Consumer Protection -- Let them Talk: How to Increase and Evaluate Word of Mouth -- It’s All about Context: Situational Influences on Advertising Effects
Dimensions
unknown
Extent
XII, 353 p. 35 illus.
File format
multiple file formats
Form of item
electronic
Isbn
9783658226817
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-22681-7
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-658-22681-7

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