Current insights and future trends
著者
書誌事項
Current insights and future trends
（Research, . Advances in advertising research ; v. 3）
Springer Gabler, c2012
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注記
Revised and extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising) held in Berlin, Germany, in June 2011
"European Advertising Academy" -- Cover
Includes bibliographical references
内容説明・目次
内容説明
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.
目次
Advertising Content, Appeals, and Execution.- Corporate Responsibility, Social Issues, and Advertising.- Social Media, Online, and Mobile Advertising.- Product Placement.- Gender, Children, and Advertising.- Consumers, Companies, Brands, and their Relationships.
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