Return to home page
Searching: Muskingum library catalog
In response to the COVID-19 outbreak, statewide lending via OhioLINK and SearchOhio has been suspended. OPAL member libraries have closed or are operating at reduced service levels. Please contact your library with specific lending requests or if you need assistance.
  Previous Record Previous Item Next Item Next Record
  Reviews, Summaries, etc...
EBOOK
Title Advances in Advertising Research IX: Power to Consumers.
Imprint Wiesbaden : Springer Gabler. in Springer Fachmedien Wiesbaden GmbH, July 2018 Secaucus : Springer [distributor]

LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
View online
LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
View online
Series European Advertising Academy Ser.
European Advertising Academy Ser.
Subject Business.
Internet marketing.
Alt Name Cauberghe, Verolien,
Hudders, Liselot,
Eisend, Martin,
Description 1 online resource.
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.
ISBN 9783658226800
3658226803 (Trade Cloth)
9783658226817
3658226811
ISBN/ISSN 9783658226800
10.1007/978-3-658-22681-7
OCLC # 1048676289
Additional Format Printed edition: 9783658226800


If you experience difficulty accessing or navigating this content, please contact the OPAL Support Team