Advances in Advertising Research (Vol. XI) e-bog
1240,73 DKK
(inkl. moms 1550,91 DKK)
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...
E-bog
1240,73 DKK
Forlag
Springer Gabler
Udgivet
1 september 2021
Genrer
Sales and marketing
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9783658322014
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 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.