Advances in Advertising Research IX

Power to Consumers

AvVerolien Cauberghe,Liselot Hudders

Häftad, Engelska, 2018

Del i serien European Advertising Academy

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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. Advances in Advertising Research are published by the European Advertising Academy (EAA).

Produktinformation

Utgivningsdatum:2018-12-25
Mått:148 x 210 x 20 mm
Vikt:476 g
Format:Häftad
Språk:Engelska
Serie:European Advertising Academy
Antal sidor:353
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658248666

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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.