Advances in Advertising Research VIII Challenges in an Age of Dis-Engagement /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Zabkar, Vesna (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.

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances...

Table of Contents:

• Advertising Media, Content, Audiences
• Advertising Processing and Reception
• Online Advertising and Communication
• Advertising Effectiveness.