Advances In Advertising Research (vol. V): Extending The Boundaries Of Advertising by Ivana Bu BanksAdvances In Advertising Research (vol. V): Extending The Boundaries Of Advertising by Ivana Bu Banks

Advances In Advertising Research (vol. V): Extending The Boundaries Of Advertising

byIvana Bu BanksEditorPatrick De Pelsmacker, Shintaro Okazaki

Paperback | October 29, 2016

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Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme "To Boldly Go... Extending the Boundaries of Advertising". The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.
Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of...
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Title:Advances In Advertising Research (vol. V): Extending The Boundaries Of AdvertisingFormat:PaperbackDimensions:330 pages, 21 × 14.8 × 1.73 inPublished:October 29, 2016Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3658140909

ISBN - 13:9783658140908

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Table of Contents

Advertising Appeals and Processing.- Online and Mobile Advertising.- TV Advertising and Product Placement.- Cultural, Gender and Age Issues in Advertising.- Branding Challenges.- IMC.