Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative

ISBN-13: 9783658140823 / Angielski / Miękka / 2016 / 406 str.

Peeter Verlegh; Hilde Voorveld; Martin Eisend

Spis treści

Advertising in Online and Social Media.- Advertising Strategies for Print, TV, and Radio.- Mixing Advertising and Content.- Advertising on Products, Floors, and Carts.

O autorze

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).

Blurb

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).