Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising (European Advertising Academy)

Banks, Ivana Bušljeta (EDT)/ De Pelsmacker, Patrick (EDT)/ Okazaki, Shintaro (EDT)

Springer Gabler（2016/10発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 330 p.
言語 ENG
商品コード 9783658140908
DDC分類 659.1

Full Description

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.

Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.