The Resource Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)

Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)

Label
Advances in Advertising Research IX : Power to Consumers
Title
Advances in Advertising Research IX
Title remainder
Power to Consumers
Statement of responsibility
edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend
Contributor
Editor
Editor
Subject
Language
eng
Summary
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. 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
Member of
Dewey number
659.105
http://bibfra.me/vocab/relation/httpidlocgovvocabularyrelatorsedt
  • ck99pXFD00I
  • jBlszMhW2wE
  • 5PiK-Lfsn8w
LC call number
HF5415.1255
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
  • Cauberghe, Verolien.
  • Hudders, Liselot.
  • Eisend, Martin.
Series statement
European Advertising Academy,
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Motivation research (Marketing)
  • Internet marketing
  • Branding
  • Consumer Behavior
  • Online Marketing/Social Media
Label
Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)
Instantiates
Publication
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Dimensions
unknown
Edition
1st ed. 2018.
Extent
1 online resource (354 pages).
Form of item
online
Isbn
9783658226817
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-22681-7
Sound
unknown sound
Specific material designation
remote
System control number
  • (CKB)3850000000032761
  • (MiAaPQ)EBC5448130
  • (DE-He213)978-3-658-22681-7
  • (EXLCZ)993850000000032761
Label
Advances in Advertising Research IX : Power to Consumers, edited by Verolien Cauberghe, Liselot Hudders, Martin Eisend, (electronic resource)
Publication
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Dimensions
unknown
Edition
1st ed. 2018.
Extent
1 online resource (354 pages).
Form of item
online
Isbn
9783658226817
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-658-22681-7
Sound
unknown sound
Specific material designation
remote
System control number
  • (CKB)3850000000032761
  • (MiAaPQ)EBC5448130
  • (DE-He213)978-3-658-22681-7
  • (EXLCZ)993850000000032761

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