Del 0 - European Advertising Academy

Advances in Advertising Research IX

Power to Consumers

Häftad, Engelska, 2018

AvVerolien Cauberghe,Liselot Hudders,Martin Eisend

1 339 kr

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This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. Advances in Advertising Research are published by the European Advertising Academy (EAA).

Produktinformation

Utgivningsdatum2018-12-25
Mått148 x 210 x 20 mm
Vikt476 g
FormatHäftad
SpråkEngelska
SerieEuropean Advertising Academy
Antal sidor353
FörlagSpringer Fachmedien Wiesbaden
ISBN9783658248666

Tillhör följande kategorier

Going Beyond: Persuading the Consumer with New Advertising Formats.- Getting Inside the Game: Effectiveness of In-Game Advertising.- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles.- Doing Good: Corporate Social Responsibility and Consumer Protection.- Let them Talk: How to Increase and Evaluate Word of Mouth.- It’s All about Context: Situational Influences on Advertising Effects.