Advances in Advertising Research (Vol. VI) The Digital, the Classic, the Subtle, and the Alternative /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Verlegh, Peeter (Editor), Voorveld, Hilde (Editor), Eisend, Martin (Editor)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Edition: 1st ed. 2016.
• Series: European Advertising Academy
• Subjects: Business.; Marketing.; Business and Management.

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 for...