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010   $a3-658-22681-1
024 7 $a10.1007/978-3-658-22681-7
035   $a(CKB)3850000000032761
035   $a(MiAaPQ)EBC5448130
035   $a(DE-He213)978-3-658-22681-7
035   $a(PPN)229500188
035   $a(EXLCZ)993850000000032761
100   $a20180704d2018      u|         0
101 0 $aeng
135   $aurcnu||||||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aAdvances in Advertising Research IX $ePower to Consumers /$fedited by Verolien Cauberghe, Liselot Hudders, Martin Eisend
205   $a1st ed. 2018.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2018.
215   $a1 online resource (354 pages)
225 1 $aEuropean Advertising Academy,$x2626-0336
311   $a3-658-22680-3 
327   $aGoing Beyond: Persuading the Consumer with New Advertising Formats -- Getting Inside the Game: Effectiveness of In-Game Advertising -- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles -- Doing Good: Corporate Social Responsibility and Consumer Protection -- Let them Talk: How to Increase and Evaluate Word of Mouth -- It?s All about Context: Situational Influences on Advertising Effects.
330   $aThis book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world. Contents Going Beyond: Persuading the Consumer with New Advertising Formats Getting Inside the Game: Effectiveness of In-Game Advertising How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles Doing Good: Corporate Social Responsibility and Consumer Protection Let them Talk: How to Increase and Evaluate Word of Mouth It?s All about Context: Situational Influences on Advertising Effects Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas. The Editors Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.
410  0$aEuropean Advertising Academy,$x2626-0336
606   $aBranding (Marketing)
606   $aConsumer behavior
606   $aTelemarketing
606   $aInternet marketing
606   $aBranding
606   $aConsumer Behavior 
606   $aDigital Marketing
615  0$aBranding (Marketing)
615  0$aConsumer behavior.
615  0$aTelemarketing.
615  0$aInternet marketing.
615 14$aBranding.
615 24$aConsumer Behavior .
615 24$aDigital Marketing.
676   $a659.105
702   $aCauberghe$b Verolien$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aHudders$b Liselot$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aEisend$b Martin$4edt$4http://id.loc.gov/vocabulary/relators/edt
906   $aBOOK
912   $a9910298177103321
996   $aAdvances in Advertising Research IX$92513969
997   $aUNINA