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_aAdvances in Advertising Research (Vol. V) _helectronic resource _bExtending the Boundaries of Advertising / _cedited by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki. |
260 |
_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler, _c2015. |
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300 |
_aXI, 330 p. 33 illus. _bonline resource. |
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336 |
_atext _btxt _2rdacontent |
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_acomputer _bc _2rdamedia |
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_aonline resource _bcr _2rdacarrier |
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_aEuropean Advertising Academy ; _v5 |
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505 | 0 | _aAdvertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC. | |
520 | _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 Bušljeta 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, Genève (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. | ||
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_aMarket Research/Competitive Intelligence. _9461801 |
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_aManagement. _9132629 |
700 | 1 |
_aBanks, Ivana Bušljeta. _eeditor. _9468676 |
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_aDe Pelsmacker, Patrick. _eeditor. _9468677 |
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_aOkazaki, Shintaro. _eeditor. _9468678 |
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