Advances in Advertising Research VIII: Challenges in an Age of Dis-Engagement

ISBN-13: 9783658187309 / Angielski / Twarda / 2017 / 293 str.

Vesna Zabkar; Martin Eisend

Opis

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016.

Spis treści

Advertising Media, Content, Audiences.- Advertising Processing and Reception.- Online Advertising and Communication.- Advertising Effectiveness.

O autorze

Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.  

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

Blurb

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

Contents

•       Advertising Media, Content, Audiences
  
•       Advertising Processing and Reception
  
•       Online Advertising and Communication
  
•       Advertising Effectiveness 

Target Grou

ps

• Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas
  

The Editors

Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.  

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