Advances in Advertising Research (Vol. XI): Designing and Communicating Experience (Paperback) (ISBN-13: 9783658322038)

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.
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Author: Martin K. J. Waiguny
ISBN-10: 3658322039
ISBN-13: 9783658322038
Publisher: Springer Gabler
Language: English
Published: 09/03/2022
Pages: 355
Format: Paperback
Weight: 0.96lbs
Size: 8.27h x 5.83w x 0.75d