Advances in Advertising Research IX

Power to Consumers

AvVerolien Cauberghe,Liselot Hudders

Inbunden, Engelska, 2018

Del i serien European Advertising Academy

1 146 kr

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Beskrivning

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

Produktinformation

Utgivningsdatum:2018-07-17
Mått:148 x 210 x 25 mm
Vikt:588 g
Format:Inbunden
Språk:Engelska
Serie:European Advertising Academy
Antal sidor:353
Upplaga:18001
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658226800

Utforska kategorier

Varumärken inom Ekonomi och Ledarskap
Reklam inom Ekonomi och Ledarskap

Mer om författaren

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Innehållsförteckning

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.