Advances in Advertising Research (Vol. VI) The Digital, the Classic,
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, cla
- PDF / 9,994,732 Bytes
- 400 Pages / 419.528 x 595.276 pts Page_size
- 103 Downloads / 192 Views
Executive Board Members: S. Diehl, Klagenfurt, Austria M. Eisend, Frankfurt (Oder), Germany R. Heath, Bath, United Kingdom T. Langner, Wuppertal, Germany P. Neijens, Amsterdam, Netherlands S. Okazaki, London, United Kingdom P. De Pelsmacker, Antwerp, Belgium S. Rosengren, Stockholm, Sweden E. Smit, Amsterdam, Netherlands R. Terlutter, Klagenfurt, Austria H. Voorveld, Amsterdam, Netherlands
The objective of the European Advertising Academy (EAA) is to provide a professional association to academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the field.
Executive Board Members: Prof. Sandra Diehl University of Klagenfurt Prof. Martin Eisend European University Viadrina Frankfurt (Oder) Prof. Robert Heath University of Bath Prof. Tobias Langner Bergische University Wuppertal Prof. Peter Neijens University of Amsterdam
Prof. Shintaro Okazaki King’s College London Prof. Patrick De Pelsmacker University of Antwerp Prof. Sara Rosengren School of Economics, Stockholm Prof. Edith Smit University of Amsterdam Prof. Ralf Terlutter University of Klagenfurt Prof. Hilde Voorveld University of Amsterdam
Peeter Verlegh • Hilde Voorveld Martin Eisend (Eds.)
Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative
Editors Peeter Verlegh Vrije Universiteit Amsterdam, The Netherlands
Martin Eisend Europa-Universität Viadrina Frankfurt (Oder), Germany
Hilde Voorveld ASCoR University of Amsterdam The Netherlands
European Advertising Academy ISBN 978-3-658-10557-0 ISBN 978-3-658-10558-7 (eBook) DOI 10.1007/978-3-658-10558-7 Library of Congress Control Number: 2015944170 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)
Advanc
Data Loading...
