Advances In Advertising Research Vol V

Author : Ivana Bušljeta Banks,Patrick De Pelsmacker,Shintaro Okazaki
Publisher : Springer
Page : 324 pages
File Size : 42,5 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 : Peeter Verlegh,Hilde Voorveld,Martin Eisend
Publisher : Springer
Page : 406 pages
File Size : 41,8 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 : Shintaro Okazaki
Publisher : Springer Science & Business Media
Page : 483 pages
File Size : 41,6 Mb
Release : 2011-06-21
Category : Business & Economics
ISBN : 9783834968548

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Advances in Advertising Research (Vol. 2) by Shintaro Okazaki Pdf

This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.

Author : George Christodoulides,Anastasia Stathopoulou,Martin Eisend
Publisher : Springer
Page : 315 pages
File Size : 48,7 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 : Tobias Langner,Shintaro Okazaki,Martin Eisend
Publisher : Springer Science & Business Media
Page : 419 pages
File Size : 52,6 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 : Sara Rosengren,Micael Dahlén,Shintaro Okazaki
Publisher : Springer Science & Business Media
Page : 407 pages
File Size : 41,5 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 : Martin K.J. Waiguny,Sara Rosengren
Publisher : Springer Nature
Page : 349 pages
File Size : 52,8 Mb
Release : 2021-09-01
Category : Business & Economics
ISBN : 9783658322014

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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 : Vesna Zabkar,Martin Eisend
Publisher : Springer
Page : 293 pages
File Size : 40,6 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 : De Pelsmacker, Patrick
Publisher : Edward Elgar Publishing
Page : 192 pages
File Size : 52,6 Mb
Release : 2022-01-21
Category : Business & Economics
ISBN : 9781802200898

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Advanced Introduction to Advertising by De Pelsmacker, Patrick Pdf

This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline–online shift?

Author : Alexandra Vignolles,Martin K. J. Waiguny
Publisher : Springer Nature
Page : 365 pages
File Size : 41,6 Mb
Release : 2023
Category : Advertising
ISBN : 9783658404291

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Advances in Advertising Research (Vol. XII) by Alexandra Vignolles,Martin K. J. Waiguny Pdf

This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art research on advertising research. This volume is intended to academic, professional and student readership. About the Editors Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC MSc & MBA. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals. Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children's consumer behaviour. The Journal of Advertising, Media psychology, Young Consumers, Australasian Marketing Journal among others are outlets where this research is published.

Author : Tobias Langner,Shintaro Okazaki,Martin Eisend
Publisher : Gabler Verlag
Page : 0 pages
File Size : 45,8 Mb
Release : 2012-06-21
Category : Business & Economics
ISBN : 3834942901

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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 : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 52,5 Mb
Release : 2012
Category : Electronic
ISBN : OCLC:918186432

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Advances in Advertising Research by Anonim Pdf

Author : Linda F. Alwitt,Andrew A. Mitchell
Publisher : Taylor & Francis
Page : 318 pages
File Size : 51,9 Mb
Release : 2022-02-16
Category : Psychology
ISBN : 9781000549126

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Psychological Processes and Advertising Effects by Linda F. Alwitt,Andrew A. Mitchell Pdf

In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

Author : Enrique Bigne,Sara Rosengren
Publisher : Springer Nature
Page : 240 pages
File Size : 50,8 Mb
Release : 2019-10-05
Category : Psychology
ISBN : 9783658248789

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Advances in Advertising Research X by Enrique Bigne,Sara Rosengren Pdf

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Author : Parreno, Jose Marti
Publisher : IGI Global
Page : 354 pages
File Size : 42,9 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683433

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Engaging Consumers through Branded Entertainment and Convergent Media by Parreno, Jose Marti Pdf

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.