Advances in Advertising Research (Vol. III)

Current Insights and Future Trends
2012
ISBN: 978-3-8349-4290-6
Verlag: Gabler Verlag

Buch, Englisch, 436 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 688 g

Reihe: European Advertising Academy

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.

Zielgruppe

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

Autoren/Hrsg.

Langner, Tobias

Eisend, Martin

Okazaki, Shintaro

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie

Inhaltsverzeichnis

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.

Über Autor(innen)

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

Okazaki, Shintaro
Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

Langner, Tobias
Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.

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

Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.

Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.