rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Advances in Advertising Research (Vol. VI)
    sub title: The Digital, the Classic, the Subtle, and the Alternative
  name:
    name part: Verlegh, Peeter.
    role:
      role term: editor.
  name:
    name part: Voorveld, Hilde.
    role:
      role term: editor.
  name:
    name part: Eisend, Martin.
    role:
      role term: editor.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2016
    edition: 1st ed. 2016.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XII, 406 p. 57 illus. online resource.
  abstract: 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, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).
  table of contents: Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and Content -- Advertising on Products, Floors, and Carts.
  note: edited by Peeter Verlegh, Hilde Voorveld, Martin Eisend.
  subject:
    topic: Business
  subject:
    topic: Marketing
  subject:
    topic: Business and Management
  subject:
    topic: Marketing
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: European Advertising Academy
  identifier: 9783658105587
  identifier: http://dx.doi.org/10.1007/978-3-658-10558-7
  record info:
    record creation date: 150907
    record change date: 20151204144327.0
    record identifier: 978-3-658-10558-7