The Resource Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising, edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki, (electronic resource)

Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising, edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki, (electronic resource)

Label
Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising
Title
Advances in Advertising Research (Vol. V)
Title remainder
Extending the Boundaries of Advertising
Statement of responsibility
edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki
Contributor
Editor
Provider
Subject
Language
eng
Summary
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. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain
Member of
Image bit depth
0
LC call number
HF5410-5417.5
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
  • Banks, Ivana Bušljeta.
  • De Pelsmacker, Patrick.
  • Okazaki, Shintaro.
  • SpringerLink
Series statement
European Advertising Academy
Series volume
5
http://library.link/vocab/subjectName
  • Economics
  • Industrial management
  • Marketing
  • Economics/Management Science
  • Marketing
  • Market Research
  • Management/Business for Professionals
Label
Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising, edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki, (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
Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC
Dimensions
unknown
Extent
XI, 330 p. 33 illus.
File format
multiple file formats
Form of item
electronic
Isbn
9783658081324
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-08132-4
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-658-08132-4
Label
Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising, edited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki, (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
Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC
Dimensions
unknown
Extent
XI, 330 p. 33 illus.
File format
multiple file formats
Form of item
electronic
Isbn
9783658081324
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-08132-4
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-658-08132-4

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