1. Adventsüberraschung: 10% Rabatt auf alle Filme! Jetzt mehr erfahren.
Willkommen, schön sind Sie da!
Logo Ex Libris

Advances in Advertising Research IX

  • E-Book (pdf)
  • 353 Seiten
(0) Erste Bewertung abgeben
Bewertungen
(0)
(0)
(0)
(0)
(0)
Alle Bewertungen ansehen
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in ... Weiterlesen
CHF 130.90
Download steht sofort bereit
Informationen zu E-Books
E-Books eignen sich auch für mobile Geräte (sehen Sie dazu die Anleitungen).
E-Books von Ex Libris sind mit Adobe DRM kopiergeschützt: Erfahren Sie mehr.
Weitere Informationen finden Sie hier.
Bestellung & Lieferung in eine Filiale möglich

Beschreibung

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.



Autorentext

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Inhalt

Going Beyond: Persuading the Consumer with New Advertising Formats.- Getting Inside the Game: Effectiveness of In-Game Advertising.- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles.- Doing Good: Corporate Social Responsibility and Consumer Protection.- Let them Talk: How to Increase and Evaluate Word of Mouth.- It's All about Context: Situational Influences on Advertising Effects.

Produktinformationen

Titel: Advances in Advertising Research IX
Untertitel: Power to Consumers
Editor:
EAN: 9783658226817
Format: E-Book (pdf)
Hersteller: Springer Fachmedien Wiesbaden
Genre: Wirtschaft
Veröffentlichung: 04.07.2018
Digitaler Kopierschutz: Wasserzeichen
Dateigrösse: 9.36 MB
Anzahl Seiten: 353
Zuletzt angesehen
Verlauf löschen