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    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: School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 17 Oct 2016 13:03
    Last Modified: 21 Jul 2020 06:56
    URI: https://eprints.bbk.ac.uk/id/eprint/16270

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