Advances in Advertising Research (Vol. 1): Cutting Edge International Research by Ralf TerlutterAdvances in Advertising Research (Vol. 1): Cutting Edge International Research by Ralf Terlutter

Advances in Advertising Research (Vol. 1): Cutting Edge International Research

EditorRalf Terlutter, Sandra Diehl, Shintaro Okazaki

Hardcover | June 25, 2010 | German

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about

The goal of the book is to advance more systematic research in the fields of advertising and communication form an international perspective. Renowned communication researchers from around the globe have contributed to the making of this book.
Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria. Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria. Prof. Dr. Shintaro Okazaki is Professor at the Department of Fi...
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Title:Advances in Advertising Research (Vol. 1): Cutting Edge International ResearchFormat:HardcoverPublished:June 25, 2010Publisher:Gabler VerlagLanguage:German

The following ISBNs are associated with this title:

ISBN - 10:3834921114

ISBN - 13:9783834921116

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Table of Contents

Strategic Issues in Advertising, Branding and Communication; Advertising and Communication Content; Advertising and Computer Games (Advergames); Advertising, Branding and Communication on the Internet; Gender and Advertising, Branding and Communication; Media Placement, Brand Placement, Public Relations and Viral Marketing

Editorial Reviews

"[...] dieses Herausgeberwerk [leistet] aufgrund seiner inhaltlichen Breite und den innovativen Beiträgen einen wertvollen Impuls für die Kommunikations- und Markenforschung." transfer - Werbeforschung & Praxis, 4-2010