Advances In Advertising Research Viii

Author : Vesna Zabkar,Martin Eisend
Publisher : Springer
Page : 293 pages
File Size : 45,6 Mb
Release : 2017-06-15
Category : Business & Economics
ISBN : 9783658187316

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Advances in Advertising Research VIII by Vesna Zabkar,Martin Eisend Pdf

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

Author : Peeter Verlegh,Hilde Voorveld,Martin Eisend
Publisher : Springer
Page : 406 pages
File Size : 53,7 Mb
Release : 2015-09-07
Category : Business & Economics
ISBN : 9783658105587

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Advances in Advertising Research (Vol. VI) by Peeter Verlegh,Hilde Voorveld,Martin Eisend Pdf

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 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

Author : Sara Rosengren,Micael Dahlén,Shintaro Okazaki
Publisher : Springer Science & Business Media
Page : 407 pages
File Size : 55,8 Mb
Release : 2013-05-30
Category : Business & Economics
ISBN : 9783658023652

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Advances in Advertising Research (Vol. IV) by Sara Rosengren,Micael Dahlén,Shintaro Okazaki Pdf

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

Author : Tobias Langner,Shintaro Okazaki,Martin Eisend
Publisher : Springer Science & Business Media
Page : 419 pages
File Size : 54,5 Mb
Release : 2012-08-23
Category : Business & Economics
ISBN : 9783834942913

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Advances in Advertising Research (Vol. III) by Tobias Langner,Shintaro Okazaki,Martin Eisend Pdf

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

Author : George Christodoulides,Anastasia Stathopoulou,Martin Eisend
Publisher : Springer
Page : 315 pages
File Size : 54,9 Mb
Release : 2016-08-24
Category : Business & Economics
ISBN : 9783658152208

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Advances in Advertising Research (Vol. VII) by George Christodoulides,Anastasia Stathopoulou,Martin Eisend Pdf

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Author : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 48,8 Mb
Release : 2012
Category : Electronic
ISBN : OCLC:918186432

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Advances in Advertising Research by Anonim Pdf

Author : Martin K.J. Waiguny,Sara Rosengren
Publisher : Springer Gabler
Page : 355 pages
File Size : 54,5 Mb
Release : 2021-09-19
Category : Business & Economics
ISBN : 3658322004

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Advances in Advertising Research (Vol. XI) by Martin K.J. Waiguny,Sara Rosengren Pdf

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. ​

Author : Ivana Bušljeta Banks,Patrick De Pelsmacker,Shintaro Okazaki
Publisher : Springer
Page : 330 pages
File Size : 49,7 Mb
Release : 2014-11-25
Category : Business & Economics
ISBN : 9783658081324

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Advances in Advertising Research (Vol. V) by Ivana Bušljeta Banks,Patrick De Pelsmacker,Shintaro Okazaki Pdf

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.

Author : Jos Hornikx,Frank van Meurs
Publisher : Springer Nature
Page : 263 pages
File Size : 55,8 Mb
Release : 2019-12-17
Category : Language Arts & Disciplines
ISBN : 9783030316914

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Foreign Languages in Advertising by Jos Hornikx,Frank van Meurs Pdf

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Author : Luiz Moutinho,Moran Cerf
Publisher : Walter de Gruyter GmbH & Co KG
Page : 368 pages
File Size : 50,7 Mb
Release : 2024-06-17
Category : Business & Economics
ISBN : 9783110708578

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Biometrics and Neuroscience Research in Business and Management by Luiz Moutinho,Moran Cerf Pdf

This book is designed to impart and convey knowledge as well as understanding of the range of biometric technologies and cybertechnologies, while also stressing their advantages and disadvantages. The authors develop an appreciation for and breadth of knowledge that spans the full range of neuroscience sub-disciplines, including behavioural, cognitive, and computational neuroscience. Furthermore, the content of the book is geared to be able to place neuroscience into an ethical context, especially showing how studying the brain and behaviour can contribute to the resolution of ethical, social, and environmental issues.

Author : Verolien Cauberghe,Liselot Hudders,Martin Eisend
Publisher : Springer
Page : 353 pages
File Size : 41,5 Mb
Release : 2018-07-04
Category : Business & Economics
ISBN : 9783658226817

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Advances in Advertising Research IX by Verolien Cauberghe,Liselot Hudders,Martin Eisend Pdf

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.

Author : Frans Folkvord
Publisher : Routledge
Page : 130 pages
File Size : 48,9 Mb
Release : 2019-07-31
Category : Psychology
ISBN : 9781000517668

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The Psychology of Food Marketing and Overeating by Frans Folkvord Pdf

Integrating recent research and existing knowledge on food marketing and its effects on the eating behaviour of children, adolescents, and adults, this timely collection explores how food promotion techniques can be used to promote healthier foods. Numerous factors influence what, when, and how we eat, but one of the main drivers behind the unhealthy dietary intake of people is food marketing. Bringing together important trends from different areas of study, with state-of-the-art insights from multiple disciplines, the book examines the important factors and psychological processes that explain the effects of food marketing in a range of contexts, including social media platforms. The book also provides guidelines for future research by critically examining interventions and their effectiveness in reducing the impact of food marketing on dietary intake, in order to help develop new research programs, legislation, and techniques about what can be done about unhealthy food marketing. With research conducted by leading scholars from across the world, this is essential reading for students and academics in psychology and related areas, as well as professionals interested in food marketing and healthy eating.

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 548 pages
File Size : 51,9 Mb
Release : 2019-04-15
Category : Business & Economics
ISBN : 9781351208291

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Advertising Theory by Shelly Rodgers,Esther Thorson Pdf

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

Author : Maria Pilar Martinez-Ruiz,Monica Gomez-Suárez,Ana Jiménez-Zarco,Alicia Izquierdo-Yusta
Publisher : Frontiers Media SA
Page : 147 pages
File Size : 49,9 Mb
Release : 2021-02-17
Category : Science
ISBN : 9782889664856

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Towards Consumer 4.0 Insights and Opportunities under the Marketing 4.0 Scenario by Maria Pilar Martinez-Ruiz,Monica Gomez-Suárez,Ana Jiménez-Zarco,Alicia Izquierdo-Yusta Pdf

Author : Daria Gunina,Martin K.J. Waiguny
Publisher : Springer Gabler
Page : 0 pages
File Size : 43,6 Mb
Release : 2024-07-13
Category : Business & Economics
ISBN : 3658439351

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Advances in Advertising Research XIII by Daria Gunina,Martin K.J. Waiguny Pdf

This book provides insights into modern advertising's evolving landscape, revealing how digital innovation and social media have transformed communication strategies and consumer engagement. It addresses the crucial need to understand advertising's multifaceted nature in an era where digital platforms continually redefine brand-consumer interactions. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 20th International Conference in Advertising (ICORIA), held in Prague (Czech Republic) in June 2022. This insightful collection is designed for academic researchers, instructors, students in advertising, communication, marketing, and media management, and professionals seeking to stay ahead in the ever-evolving world of advertising.