Advances in Advertising Research (Vol. V) Extending the Boundaries of Advertising /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Banks, Ivana Bušljeta (Editor), De Pelsmacker, Patrick (Editor), Okazaki, Shintaro (Editor)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015.
• Series: European Advertising Academy ; 5
• Subjects: Business.; Marketing.; Market research.; Management.; Business and Management.; Market Research/Competitive Intelligence.

Advances 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 f...

Table of Contents:

• Advertising Appeals and Processing
• Online and Mobile Advertising.- TV Advertising and Product Placement
• Cultural, Gender and Age Issues in Advertising
• Branding Challenges
• IMC.