Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (Hardcover) (ISBN-13: 9783658105570)

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.

Author: Peeter Verlegh
ISBN-10: 3658105577
ISBN-13: 9783658105570
Publisher: Springer Gabler
Language: English
Published: 09/15/2015
Pages: 406
Format: Hardcover
Weight: 1.44lbs
Size: 8.27h x 5.83w x 0.94d