LEADER 03250nam  22004815  450 
001 9910254912603321
005 20200706194722.0
010   $a3-658-15220-6
024 7 $a10.1007/978-3-658-15220-8
035   $a(CKB)3710000000837640
035   $a(EBL)4654017
035   $a(DE-He213)978-3-658-15220-8
035   $a(MiAaPQ)EBC4654017
035   $a(PPN)222232862
035   $a(EXLCZ)993710000000837640
100   $a20160824d2017      u|         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aAdvances in Advertising Research (Vol. VII) $eBridging the Gap between Advertising Academia and Practice /$fedited by George Christodoulides, Anastasia Stathopoulou, Martin Eisend
205   $a1st ed. 2017.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2017.
215   $a1 online resource (315 p.)
225 1 $aEuropean Advertising Academy,$x2626-0328
300   $aDescription based upon print version of record.
311   $a3-658-15219-2 
327   $aOnline Advertising/Social Networks -- Consumer Responses to Advertising -- Culture and Advertising.
330   $aFocusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia. Contents ? Online Advertising/Social Networks ? Consumer Responses to Advertising ? Culture and Advertising Target Groups ? Researchers, instructors, students, and practitioners in the fields of advertising, communication, marketing and media management. The Editors George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London. Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.
410  0$aEuropean Advertising Academy,$x2626-0328
606   $aMarketing
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
615  0$aMarketing.
615 14$aMarketing.
676   $a650
702   $aChristodoulides$b George$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aStathopoulou$b Anastasia$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aEisend$b Martin$4edt$4http://id.loc.gov/vocabulary/relators/edt
906   $aBOOK
912   $a9910254912603321
996   $aAdvances in Advertising Research (Vol. VII)$92104148
997   $aUNINA