Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative
Gespeichert in:
| Weitere Verfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Springer Gabler
2016
|
| Schriftenreihe: | European Advertising Academy
|
| Schlagworte: | |
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| Beschreibung: | 1 Online-Ressource (XII, 406 Seiten) 57 Illustrationen |
| ISBN: | 9783658105587 |
| DOI: | 10.1007/978-3-658-10558-7 |
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| adam_text |
ADVANCES IN ADVERTISING RESEARCH (VOL. VI)
/
: 2016
TABLE OF CONTENTS / INHALTSVERZEICHNIS
ADVERTISING IN ONLINE AND SOCIAL MEDIA
ADVERTISINGSTRATEGIES FOR PRINT, TV, AND RADIO
MIXINGADVERTISING AND CONTENT
ADVERTISINGON PRODUCTS, FLOORS, AND CARTS
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
ADVANCES IN ADVERTISING RESEARCH (VOL. VI)
/
: 2016
ABSTRACT / INHALTSTEXT
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)
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT. |
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| genre | (DE-588)4143413-4 Aufsatzsammlung gnd-content |
| genre_facet | Aufsatzsammlung |
| id | DE-604.BV043211521 |
| illustrated | Illustrated |
| indexdate | 2024-12-29T04:07:45Z |
| institution | BVB |
| isbn | 9783658105587 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028634661 |
| oclc_num | 944055444 |
| open_access_boolean | |
| owner | DE-2070s DE-1043 DE-Aug4 DE-573 DE-1049 DE-703 DE-473 DE-BY-UBG DE-29 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-739 DE-824 DE-M347 DE-898 DE-BY-UBR DE-634 DE-1046 DE-83 DE-859 DE-861 DE-523 DE-355 DE-BY-UBR DE-706 |
| owner_facet | DE-2070s DE-1043 DE-Aug4 DE-573 DE-1049 DE-703 DE-473 DE-BY-UBG DE-29 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-739 DE-824 DE-M347 DE-898 DE-BY-UBR DE-634 DE-1046 DE-83 DE-859 DE-861 DE-523 DE-355 DE-BY-UBR DE-706 |
| physical | 1 Online-Ressource (XII, 406 Seiten) 57 Illustrationen |
| psigel | ZDB-2-BUM ZDB-2-BUM_2016 |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Springer Gabler |
| record_format | marc |
| series2 | European Advertising Academy |
| spellingShingle | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative Business Marketing Business and Management Wirtschaft Online-Marketing (DE-588)7706419-7 gnd Anzeigenwerbung (DE-588)4112549-6 gnd Online-Werbung (DE-588)7636951-1 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4112549-6 (DE-588)7636951-1 (DE-588)4065541-6 (DE-588)4143413-4 |
| title | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative |
| title_auth | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative |
| title_exact_search | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative |
| title_full | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend |
| title_fullStr | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend |
| title_full_unstemmed | Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend |
| title_short | Advances in Advertising Research (Vol. VI) |
| title_sort | advances in advertising research vol vi the digital the classic the subtle and the alternative |
| title_sub | The Digital, the Classic, the Subtle, and the Alternative |
| topic | Business Marketing Business and Management Wirtschaft Online-Marketing (DE-588)7706419-7 gnd Anzeigenwerbung (DE-588)4112549-6 gnd Online-Werbung (DE-588)7636951-1 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Business Marketing Business and Management Wirtschaft Online-Marketing Anzeigenwerbung Online-Werbung Werbung Aufsatzsammlung |
| url | https://doi.org/10.1007/978-3-658-10558-7 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028634661&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028634661&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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