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  • Open Access
  • © 2017

Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice

  • Publication in the field of economic sciences.

  • Consumer Responses to Advertising

  • Culture and Advertising

  • Includes supplementary material: sn.pub/extras

Part of the book series: European Advertising Academy (EAA)

Buying options

eBook USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-15220-8
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 139.99
Price excludes VAT (USA)
Hardcover Book USD 139.99
Price excludes VAT (USA)

Table of contents (21 chapters)

  1. Front Matter

    Pages I-XI

About this book

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.

Keywords

  • Branding
  • Media
  • Marketing
  • Communication
  • Social Networks

Editors and Affiliations

  • School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides, Anastasia Stathopoulou

  • Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

About the editors

George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.
Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.
Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany. 

Bibliographic Information

  • Book Title: Advances in Advertising Research (Vol. VII)

  • Book Subtitle: Bridging the Gap between Advertising Academia and Practice

  • Editors: George Christodoulides, Anastasia Stathopoulou, Martin Eisend

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-15220-8

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2017

  • Hardcover ISBN: 978-3-658-15219-2

  • Softcover ISBN: 978-3-658-21514-9

  • eBook ISBN: 978-3-658-15220-8

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XI, 315

  • Number of Illustrations: 51 b/w illustrations

  • Topics: Marketing

Buying options

eBook USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-15220-8
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 139.99
Price excludes VAT (USA)
Hardcover Book USD 139.99
Price excludes VAT (USA)