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Advances in Advertising Research (Vol. XI) : Designing and Communicating Experience.
・ISBN 978-3-658-32200-7 hard EUR 149.99
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| 著者・編者 | Waiguny, Martin / Rosengren, Sara (eds.), |
|---|---|
| シリーズ | European Advertising Academy |
| 出版社 | (Springer, GW) |
| 出版年月 | 2021.05 |
| ページ数 | 339 pp. |
| 言語 | ENG |
| ニュース番号 | ＜662-L1332 662-P2165＞ |
解説
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
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