Information asymmetry in online advertising:
Cover -- Endorsement Page -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- Acknowledgements -- Introduction -- Part I Theoretical framework: Online advertising, information asymmetry, manipulation -- Chapter 1 Online advertisin...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London and New York
Routledge, Taylor & Francis Group
2021
|
| Schriftenreihe: | Routledge studies in marketing
|
| Schlagworte: | |
| Zusammenfassung: | Cover -- Endorsement Page -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- Acknowledgements -- Introduction -- Part I Theoretical framework: Online advertising, information asymmetry, manipulation -- Chapter 1 Online advertising: Characteristics, functions, and forms of advertising in a digital world -- Introduction -- Advertising as a constituent of integrated marketing communication (IMC) -- Advertising in a digital world in the context of the digital transformation -- The marketing communication model in virtual space -- Features of online advertising -- Functions of advertising in the virtual environment -- Informational function -- Persuasive function -- Competitive function -- Tools of online advertising -- Advertising creation strategies: between information and persuasion -- The selection of creative strategies -- Unique advertising value -- Functions and types of advertising slogans -- Formulas and creative styles in advertising -- The meaning of advertising for firms and for consumers: symmetry or asymmetry of interests? -- References -- Chapter 2 The causes and consequences of information asymmetry in online advertising -- Introduction -- Aspects of the theory of information asymmetry -- Issues in information asymmetry research -- Agency theory -- Moral hazard -- Adverse selection -- Signalling -- Screening -- Information asymmetry in online advertising: the marketing communication context -- Sender -- Receiver -- Message -- Noise -- Feedback -- Context of communication -- References -- Chapter 3 Manipulation in online advertising: Identifiers and mechanism of influencing e-consumers -- Introduction -- Social influence - areas and rules -- Persuasion - attributes and nature of impact -- Manipulation - identifiers and specificity of impact. |
| Beschreibung: | xix, 210 Seiten Illustrationen |
| ISBN: | 9780367680824 9780367652128 |
Internformat
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Datensatz im Suchindex
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| author | Wiktor, Jan W. Sanak-Kosmowska, Katarzyna 1984- |
| author_GND | (DE-588)170841936 (DE-588)1253311854 |
| author_facet | Wiktor, Jan W. Sanak-Kosmowska, Katarzyna 1984- |
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| author_sort | Wiktor, Jan W. |
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| building | Verbundindex |
| bvnumber | BV049535145 |
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| dewey-full | 659.14/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.14/4 |
| dewey-search | 659.14/4 |
| dewey-sort | 3659.14 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-03T23:27:36Z |
| indexdate | 2024-07-10T10:10:01Z |
| institution | BVB |
| isbn | 9780367680824 9780367652128 |
| language | English |
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| physical | xix, 210 Seiten Illustrationen |
| publishDate | 2021 |
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| publisher | Routledge, Taylor & Francis Group |
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| series2 | Routledge studies in marketing |
| spelling | Wiktor, Jan W. Verfasser (DE-588)170841936 aut Information asymmetry in online advertising Jan W. Wiktor and Katarzyna Sanak-Kosmowska London and New York Routledge, Taylor & Francis Group 2021 xix, 210 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Routledge studies in marketing Cover -- Endorsement Page -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- Acknowledgements -- Introduction -- Part I Theoretical framework: Online advertising, information asymmetry, manipulation -- Chapter 1 Online advertising: Characteristics, functions, and forms of advertising in a digital world -- Introduction -- Advertising as a constituent of integrated marketing communication (IMC) -- Advertising in a digital world in the context of the digital transformation -- The marketing communication model in virtual space -- Features of online advertising -- Functions of advertising in the virtual environment -- Informational function -- Persuasive function -- Competitive function -- Tools of online advertising -- Advertising creation strategies: between information and persuasion -- The selection of creative strategies -- Unique advertising value -- Functions and types of advertising slogans -- Formulas and creative styles in advertising -- The meaning of advertising for firms and for consumers: symmetry or asymmetry of interests? -- References -- Chapter 2 The causes and consequences of information asymmetry in online advertising -- Introduction -- Aspects of the theory of information asymmetry -- Issues in information asymmetry research -- Agency theory -- Moral hazard -- Adverse selection -- Signalling -- Screening -- Information asymmetry in online advertising: the marketing communication context -- Sender -- Receiver -- Message -- Noise -- Feedback -- Context of communication -- References -- Chapter 3 Manipulation in online advertising: Identifiers and mechanism of influencing e-consumers -- Introduction -- Social influence - areas and rules -- Persuasion - attributes and nature of impact -- Manipulation - identifiers and specificity of impact. Internet advertising-Social aspects Information theory-Data processing Electronic books Sanak-Kosmowska, Katarzyna 1984- Verfasser (DE-588)1253311854 aut Erscheint auch als Online-Ausgabe 978-1-003-13412-1 |
| spellingShingle | Wiktor, Jan W. Sanak-Kosmowska, Katarzyna 1984- Information asymmetry in online advertising |
| title | Information asymmetry in online advertising |
| title_auth | Information asymmetry in online advertising |
| title_exact_search | Information asymmetry in online advertising |
| title_exact_search_txtP | Information asymmetry in online advertising |
| title_full | Information asymmetry in online advertising Jan W. Wiktor and Katarzyna Sanak-Kosmowska |
| title_fullStr | Information asymmetry in online advertising Jan W. Wiktor and Katarzyna Sanak-Kosmowska |
| title_full_unstemmed | Information asymmetry in online advertising Jan W. Wiktor and Katarzyna Sanak-Kosmowska |
| title_short | Information asymmetry in online advertising |
| title_sort | information asymmetry in online advertising |
| work_keys_str_mv | AT wiktorjanw informationasymmetryinonlineadvertising AT sanakkosmowskakatarzyna informationasymmetryinonlineadvertising |