Advances in Advertising Research IX Power to Consumers /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Cauberghe, Verolien (Editor, http://id.loc.gov/vocabulary/relators/edt), Hudders, Liselot (Editor, http://id.loc.gov/vocabulary/relators/edt), Eisend, Martin (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2018.
• Edition: 1st ed. 2018.
• Series: European Advertising Academy,
• Subjects: Branding (Marketing).; Motivation research (Marketing).; Internet marketing.; Branding.; Consumer Behavior.; Online Marketing/Social Media.

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to...

Table of Contents:

• Going Beyond: Persuading the Consumer with New Advertising Formats
• Getting Inside the Game: Effectiveness of In-Game Advertising
• How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles
• Doing Good: Corporate Social Responsibility and Consumer Protection
• Let them Talk: How to Increase and Evaluate Word of Mouth
• It's All about Context: Situational Influences on Advertising Effects.