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020 _a9783658081324
_9978-3-658-08132-4
024 7 _a10.1007/978-3-658-08132-4
_2doi
035 _ato000561327
040 _aSpringer
_cSpringer
_dRU-ToGU
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072 7 _aBUS043000
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082 0 4 _a658.8
_223
245 1 0 _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.
300 _aXI, 330 p. 33 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
490 1 _aEuropean Advertising Academy ;
_v5
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.
650 0 _abusiness.
_9366240
650 0 _aMarketing
_9564740
650 0 _aMarket Research.
_9415675
650 0 _aManagement.
_9132629
650 1 4 _aBusiness and Management.
_9459956
650 2 4 _aMarketing
_9564740
650 2 4 _aMarket Research/Competitive Intelligence.
_9461801
650 2 4 _aManagement.
_9132629
700 1 _aBanks, Ivana Bušljeta.
_eeditor.
_9468676
700 1 _aDe Pelsmacker, Patrick.
_eeditor.
_9468677
700 1 _aOkazaki, Shintaro.
_eeditor.
_9468678
710 2 _aSpringerLink (Online service)
_9143950
773 0 _tSpringer eBooks
830 0 _aEuropean Advertising Academy ;
_9468679
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-658-08132-4
912 _aZDB-2-SBE
999 _c415958