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Advances in Advertising Research (Vol. XI): Designing and Communicating Experience (European Advertising Academy) - Softcover

 
9783658322038: Advances in Advertising Research (Vol. XI): Designing and Communicating Experience (European Advertising Academy)
Softcover
ISBN 10: 3658322039 ISBN 13: 9783658322038
Verlag: Springer Gabler, 2022

Inhaltsangabe

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 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
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Über die Autorin bzw. den Autor

Prof. Dr. Martin K.J. Waiguny is Chair of the Academic Board and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria.


Sara Rosengren is Professor of Business Administration (Marketing) and Head of Center for Retailing at Stockholm School of Economics.

Von der hinteren Coverseite

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 23 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.

Editors
Prof. Dr. Martin K.J. Waiguny is Chair of the Academic Board and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria.

Sara Rosengren is Professor of Business Administration (Marketing) and Head of Center for Retailing at Stockholm School of Economics.

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Verlag
Springer Gabler
Erscheinungsdatum
2022
Sprache
Englisch
ISBN 10 
3658322039
ISBN 13 
9783658322038
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
364
Herausgeber
Waiguny Martin K.J., Rosengren Sara
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