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Advances in Advertising Research IX: Power to Consumers.

Author: Verolien Cauberghe; Liselot Hudders; Martin Eisend
Publisher: Wiesbaden : Springer Gabler. in Springer Fachmedien Wiesbaden GmbH Secaucus : Springer [Distributor] July 2018
Series: European Advertising Academy Ser.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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 advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a  Read more...
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Additional Physical Format: Printed edition:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Verolien Cauberghe; Liselot Hudders; Martin Eisend
ISBN: 9783658226800 3658226803 9783658226817 3658226811
OCLC Number: 1048676289
Description: 1 online resource.
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.
Series Title: European Advertising Academy Ser.

Abstract:

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 advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

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