Advances in Advertising Research (Vol. VII) Bridging the Gap between Advertising Academia and Practice /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Christodoulides, George (Editor), Stathopoulou, Anastasia (Editor), Eisend, Martin (Editor)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Series: European Advertising Academy
• Subjects: Business.; Marketing.; Business and Management.

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content a...

Table of Contents:

• Online Advertising/Social Networks
• Consumer Responses to Advertising
• Culture and Advertising.