Breaking new ground in theory and practice
著者
書誌事項
Breaking new ground in theory and practice
（Research, . Advances in advertising research ; v. 2）
Springer Gabler, c2011
- : [pbk.]
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注記
Extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising) held at Universidad Autónoma de Madrid, Spain, from June 24-26, 2010
"European Advertising Academy" -- Cover
Includes bibliographical references
内容説明・目次
- 巻冊次
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ISBN 9783658023645
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 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme "The changing roles of advertising". The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
目次
The Roles of Advertising.- The Faces of Advertising.- Reception of Advertising.- Perceptions of Advertising.
- 巻冊次
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: [pbk.] ISBN 9783834931344
内容説明
This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autonoma de Madrid, Spain,
on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.
目次
- Product Placement and Gaming
- Social Issues and Advertising
- Generation
- Social Interaction and Advertising
- Organization, Publicity and Reputation
- Branding
- Media and Agency
- Advertising Content, Appeals and Execution
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