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010   $a3-658-08132-5
024 7 $a10.1007/978-3-658-08132-4
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035   $a(EBL)1967457
035   $a(OCoLC)908087299
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035   $a(PQKBTitleCode)TC0001385884
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035   $a(DE-He213)978-3-658-08132-4
035   $a(MiAaPQ)EBC1967457
035   $a(PPN)18309204X
035   $a(EXLCZ)993710000000291660
100   $a20141125d2015      u|             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aAdvances in Advertising Research (Vol. V)$b[electronic resource] $eExtending the Boundaries of Advertising /$fedited by Ivana Bu?ljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki
205   $a1st ed. 2015.
210  1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer Gabler,$d2015.
215   $a1 online resource (324 p.)
225 1 $aEuropean Advertising Academy,$x2626-0328 ;$v5
300   $a"Research"--Cover.
311   $a3-658-08131-7 
320   $aIncludes bibliographical references at the end of each chapters.
327   $aAdvertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC.
330   $aAdvances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme ?To Boldly Go... Extending the Boundaries of Advertising?. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement  Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bu?ljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genčve (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
410  0$aEuropean Advertising Academy,$x2626-0328 ;$v5
606   $aMarketing
606   $aMarket research
606   $aManagement
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030
606   $aManagement$3https://scigraph.springernature.com/ontologies/product-market-codes/515000
615  0$aMarketing.
615  0$aMarket research.
615  0$aManagement.
615 14$aMarketing.
615 24$aMarket Research/Competitive Intelligence.
615 24$aManagement.
676   $a659.1
702   $aBanks$b Ivana Bu?ljeta$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aDe Pelsmacker$b Patrick$4edt$4http://id.loc.gov/vocabulary/relators/edt
702   $aOkazaki$b Shintaro$4edt$4http://id.loc.gov/vocabulary/relators/edt
712 02$aEuropean Advertising Academy.
906   $aBOOK
912   $a9910298509403321
996   $aAdvances in Advertising Research (Vol. V)$92535952
997   $aUNINA