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Author : Mira Lee
Publisher : Unknown
Page : 306 pages
File Size : 45,9 Mb
Release : 2004
Category : Electronic
ISBN : MINN:31951P01111800L
Author : L. J. Shrum
Publisher : Routledge
Page : 366 pages
File Size : 50,5 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781848729445
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
Author : Felix Reer,Marko Siitonen,Teresa De La Hera
Publisher : Frontiers Media SA
Page : 199 pages
File Size : 46,9 Mb
Release : 2024-01-23
Category : Science
ISBN : 9782832543368
Author : Ozturk, R. Gulay
Publisher : IGI Global
Page : 699 pages
File Size : 42,8 Mb
Release : 2014-06-30
Category : Social Science
ISBN : 9781466661912
"This reference provides a review of the academic and popular literature on the relationship between communications and media studies, cinema, advertising, public relations, religion, food tourism, art, sports, technology, culture, marketing, and entertainment practices"--Provided by publisher.
Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 548 pages
File Size : 43,5 Mb
Release : 2019-04-15
Category : Business & Economics
ISBN : 9781351208291
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 : Management Association, Information Resources
Publisher : IGI Global
Page : 2214 pages
File Size : 50,7 Mb
Release : 2014-12-31
Category : Business & Economics
ISBN : 9781466673588
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Author : Peeter Verlegh,Hilde Voorveld,Martin Eisend
Publisher : Springer
Page : 406 pages
File Size : 40,5 Mb
Release : 2015-09-07
Category : Business & Economics
ISBN : 9783658105587
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 : Parreno, Jose Marti
Publisher : IGI Global
Page : 354 pages
File Size : 51,9 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683433
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.
Author : Pope, Nigel,Kuhn, Kerri-Ann L.,Forster, John J.H.
Publisher : IGI Global
Page : 414 pages
File Size : 41,7 Mb
Release : 2009-05-31
Category : Computers
ISBN : 9781605664071
Provides an overview of the increasing level of digitization in sport including areas of gaming and athlete training.
Author : Verolien Cauberghe,Liselot Hudders,Martin Eisend
Publisher : Springer
Page : 353 pages
File Size : 41,8 Mb
Release : 2018-07-04
Category : Business & Economics
ISBN : 9783658226817
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 : Shintaro Okazaki
Publisher : Springer Science & Business Media
Page : 483 pages
File Size : 54,9 Mb
Release : 2011-06-21
Category : Business & Economics
ISBN : 9783834968548
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 : Mishra, Pratika,Dham, Swati Oberoi
Publisher : IGI Global
Page : 312 pages
File Size : 50,9 Mb
Release : 2018-09-07
Category : Business & Economics
ISBN : 9781522560654
The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation. Application of Gaming in New Media Marketing is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, this book is ideally designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.
Author : Sara Rosengren,Micael Dahlén,Shintaro Okazaki
Publisher : Springer Science & Business Media
Page : 407 pages
File Size : 53,5 Mb
Release : 2013-05-30
Category : Business & Economics
ISBN : 9783658023652
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 : Patti M. Valkenburg
Publisher : Routledge
Page : 173 pages
File Size : 46,9 Mb
Release : 2004-04-26
Category : History
ISBN : 9781135618827
Focusing on TV, film, video and computer games, and the Internet, this book provides insight into the latest theories and research on children and media. It is appropriate for graduate students and scholars in media studies, media effects, children and m
Author : Anton Nijholt,Teresa Romão,Dennis Reidsma
Publisher : Springer
Page : 599 pages
File Size : 46,9 Mb
Release : 2012-10-12
Category : Computers
ISBN : 9783642342929
This book constitutes the refereed conference proceedings of the 9th International Conference on Advances in Computer Entertainment, ACE 2012, held in Kathmandu, Nepal, in November 2012. The 10 full paper and 19 short papers presented together with 5 papers from the special track Arts and Culture and 35 extended abstracts were carefully reviewed and selected from a total of 140 submissions in all categories. The papers cover topics across a wide spectrum of disciplines including computer science, design, arts, sociology, anthropology, psychology, and marketing. Focusing on all areas related to interactive entertainment they aim at stimulating discussion in the development of new and compelling entertainment computing and interactive art concepts and applications.
