Advances in Advertising Research IX

Power to Consumers

Verolien Cauberghe, Liselot Hudders, Martin Eisend (Herausgeber)

Buch | Softcover

XII, 353 Seiten

2018 | 1. Softcover reprint of the original 1st ed. 2018
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-24866-6 (ISBN)

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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.

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

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.

Erscheinungsdatum	21.01.2019
Reihe/Serie	European Advertising Academy
Zusatzinfo	XII, 353 p. 35 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	481 g
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Advertising • Branding • Communication • Digital Marketing • Marketing • media
ISBN-10	3-658-24866-1 / 3658248661
ISBN-13	978-3-658-24866-6 / 9783658248666
Zustand	Neuware