Advances in advertising research (Vol. VII): bridging the gap between advertising academia and practice
Christodoulides, George and Stathopoulou, Anastasia and Eisend, M., eds. (2017) Advances in advertising research (Vol. VII): bridging the gap between advertising academia and practice. European Advertising Academy. New York, U.S.: Springer. ISBN 9783658152192.
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Abstract
Book synopsis: 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 and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.
Metadata
| Item Type: | Book |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | George Christodoulides |
| Date Deposited: | 17 Oct 2016 13:03 |
| Last Modified: | 02 Aug 2023 17:26 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/16270 |
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