| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
455552592 Erscheint auch als (Druck-Ausgabe): ‡¬The¬ digital, the classic, the subtle, and the alternative |
| ISBN |
978-3-658-10557-0 |
| Name |
Verlegh, Peeter ¬[Hrsg.]¬ |
| Voorveld, Hilde ¬[Hrsg.]¬ |
| Name ANZEIGE DER KETTE |
Voorveld, Hilde ¬[Hrsg.]¬ |
| Name |
Eisend, Martin ¬[Hrsg.]¬ |
| T I T E L |
Advances in Advertising Research (Vol. VI) |
| Zusatz zum Titel |
The Digital, the Classic, the Subtle, and the Alternative |
| Auflage |
1st ed. 2016 |
| Verlagsort |
Wiesbaden |
| Verlag |
Springer Gabler |
| Erscheinungsjahr |
2016 |
| 2016 |
| Umfang |
Online-Ressource (XII, 406 p. 57 illus, online resource) |
| Reihe |
European Advertising Academy |
| Notiz / Fußnoten |
Description based upon print version of record |
| Weiterer Inhalt |
Advertising in Online and Social MediaAdvertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts. |
| Titelhinweis |
Erscheint auch als (Druck-Ausgabe): ‡¬The¬ digital, the classic, the subtle, and the alternative |
| ISBN |
ISBN 978-3-658-10558-7 |
| Klassifikation |
KJSM |
| KJS |
| BUS043000 |
| 658.8 |
| HF5410-5417.5 |
| QP 630 |
| QP 632 |
| Kurzbeschreibung |
Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts. |
| 2. Kurzbeschreibung |
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). |
| 1. Schlagwortkette |
Werbung |
| Werbeträger |
| Online-Marketing |
| SWB-Titel-Idn |
455184356 |
| Signatur |
Springer E-Book |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttp://dx.doi.org/10.1007/978-3-658-10558-7 |
| Internetseite / Link |
Volltext |
| Siehe auch |
Volltext |
| Siehe auch |
Cover |
