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Refinar búsquedaAdvances in Advertising Research (Vol. V) / SpringerLink (Online service) ; Ivana Bušljeta Banks ; Patrick de Pelsmacker ; Shintaro Okazaki (2015)
Título : Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising Tipo de documento: documento electrónico Autores: SpringerLink (Online service) ; Ivana Bušljeta Banks ; Patrick de Pelsmacker ; Shintaro Okazaki Editorial: Wiesbaden : Springer Fachmedien Wiesbaden Fecha de publicación: 2015 Otro editor: Imprint: Springer Gabler Colección: European Advertising Academy num. 5 Número de páginas: XI, 330 p. 33 illus Il.: online resource ISBN/ISSN/DL: 978-3-658-08132-4 Idioma : Inglés (eng) Palabras clave: Business Marketing Market research Management and Research/Competitive Intelligence Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain Nota de contenido: Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC En línea: http://dx.doi.org/10.1007/978-3-658-08132-4 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=35721 Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising [documento electrónico] / SpringerLink (Online service) ; Ivana Bušljeta Banks ; Patrick de Pelsmacker ; Shintaro Okazaki . - Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015 . - XI, 330 p. 33 illus : online resource. - (European Advertising Academy; 5) .
ISBN : 978-3-658-08132-4
Idioma : Inglés (eng)
Palabras clave: Business Marketing Market research Management and Research/Competitive Intelligence Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain Nota de contenido: Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC En línea: http://dx.doi.org/10.1007/978-3-658-08132-4 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=35721 Ejemplares
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Título : Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative Tipo de documento: documento electrónico Autores: Peeter Verlegh ; SpringerLink (Online service) ; Hilde Voorveld ; Martin Eisend Editorial: Wiesbaden : Springer Fachmedien Wiesbaden Fecha de publicación: 2016 Otro editor: Imprint: Springer Gabler Colección: European Advertising Academy Número de páginas: XII, 406 p. 57 illus Il.: online resource ISBN/ISSN/DL: 978-3-658-10558-7 Idioma : Inglés (eng) Palabras clave: Business Marketing and Management Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: 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) Nota de contenido: Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts En línea: http://dx.doi.org/10.1007/978-3-658-10558-7 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41142 Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative [documento electrónico] / Peeter Verlegh ; SpringerLink (Online service) ; Hilde Voorveld ; Martin Eisend . - Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016 . - XII, 406 p. 57 illus : online resource. - (European Advertising Academy) .
ISBN : 978-3-658-10558-7
Idioma : Inglés (eng)
Palabras clave: Business Marketing and Management Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: 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) Nota de contenido: Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts En línea: http://dx.doi.org/10.1007/978-3-658-10558-7 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41142 Ejemplares
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