The Resource Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative, edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend, (electronic resource)

Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative, edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend, (electronic resource)

Label
Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative
Title
Advances in Advertising Research (Vol. VI)
Title remainder
The Digital, the Classic, the Subtle, and the Alternative
Statement of responsibility
edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend
Contributor
Editor
Provider
Subject
Language
eng
Summary
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. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder)
Member of
Image bit depth
0
LC call number
HF5410-5417.5
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
  • Verlegh, Peeter.
  • Voorveld, Hilde.
  • Eisend, Martin.
  • SpringerLink
Series statement
European Advertising Academy
http://library.link/vocab/subjectName
  • Business
  • Marketing
  • Business and Management
  • Marketing
Label
Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative, edited by Peeter Verlegh, Hilde Voorveld, 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
Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts
Dimensions
unknown
Edition
1st ed. 2016.
Extent
XII, 406 p. 57 illus.
File format
multiple file formats
Form of item
electronic
Isbn
9783658105587
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-10558-7
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-658-10558-7
Label
Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative, edited by Peeter Verlegh, Hilde Voorveld, 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
Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts
Dimensions
unknown
Edition
1st ed. 2016.
Extent
XII, 406 p. 57 illus.
File format
multiple file formats
Form of item
electronic
Isbn
9783658105587
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-10558-7
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-658-10558-7

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