Advances in Advertising Research (Vol. 2)

Breaking New Ground in Theory and Practice
2011
ISBN: 978-3-8349-3134-4
Verlag: Gabler Verlag

Buch, Englisch, 490 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 842 g

Reihe: European Advertising Academy

Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma 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. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable
value for advancing our knowledge.

Zielgruppe

Researchers and students in the fields of advertising, communication, marketing and media management
practitioners who embrace cutting-edge paradigms and methodologies in these fields

Autoren/Hrsg.

Okazaki, Shintaro

Fachgebiete

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

Inhaltsverzeichnis

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

Über Autor(innen)

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