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Download or read book Journal of Advertising Research written by and published by . This book was released on 1974 with total page 4 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ralf Terlutter
Publisher : Springer-Verlag
ISBN 13 : 9783834921116
Total Pages : 428 pages
Book Rating : 4.9/5 (211 download)
Download or read book Advances in Advertising Research (Vol. 1) written by Ralf Terlutter and published by Springer-Verlag. This book was released on 2010-06-25 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: The goal of the book is to advance more systematic research in the fields of advertising and communication form an international perspective. Renowned communication researchers from around the globe have contributed to the making of this book.
Author : Shelly Rodgers
Publisher : Routledge
ISBN 13 : 1351208292
Total Pages : 548 pages
Book Rating : 4.3/5 (512 download)
Download or read book Advertising Theory written by Shelly Rodgers and published by Routledge. This book was released on 2019-04-15 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author : Christopher Vollmer
Publisher : McGraw Hill Professional
ISBN 13 : 0071508295
Total Pages : 225 pages
Book Rating : 4.0/5 (715 download)
Download or read book Always On: Advertising, Marketing, and Media in an Era of Consumer Control written by Christopher Vollmer and published by McGraw Hill Professional. This book was released on 2008-04-15 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.
Author :
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (128 download)
Download or read book Journal of Historical Research in Marketing written by and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Thomas C. Kinnear
Publisher : American Marketing Association
ISBN 13 :
Total Pages : 188 pages
Book Rating : 4.0/5 ( download)
Download or read book Journal of Public Policy and Marketing written by Thomas C. Kinnear and published by American Marketing Association. This book was released on 1984-05 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Tobias Langner
Publisher : Springer Science & Business Media
ISBN 13 : 383494291X
Total Pages : 419 pages
Book Rating : 4.8/5 (349 download)
Download or read book Advances in Advertising Research (Vol. III) written by Tobias Langner and published by Springer Science & Business Media. This book was released on 2012-08-23 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.
Author : Shintaro Okazaki
Publisher : Springer Science & Business Media
ISBN 13 : 3834968544
Total Pages : 490 pages
Book Rating : 4.8/5 (349 download)
Download or read book Advances in Advertising Research (Vol. 2) written by Shintaro Okazaki and published by Springer Science & Business Media. This book was released on 2011-06-21 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.
Author : Sara Rosengren
Publisher : Springer Science & Business Media
ISBN 13 : 3658023651
Total Pages : 407 pages
Book Rating : 4.6/5 (58 download)
Download or read book Advances in Advertising Research (Vol. IV) written by Sara Rosengren and published by Springer Science & Business Media. This book was released on 2013-05-30 with total page 407 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
Author : Jack B. Haskins
Publisher : Contemporary Books
ISBN 13 :
Total Pages : 472 pages
Book Rating : 4.4/5 (91 download)
Download or read book Successful Advertising Research Methods written by Jack B. Haskins and published by Contemporary Books. This book was released on 1993 with total page 472 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Margaret A. Morrison
Publisher : SAGE
ISBN 13 : 1412987245
Total Pages : 241 pages
Book Rating : 4.4/5 (129 download)
Download or read book Using Qualitative Research in Advertising written by Margaret A. Morrison and published by SAGE. This book was released on 2011-10-31 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.
Author : Peeter Verlegh
Publisher : Springer
ISBN 13 : 3658105585
Total Pages : 406 pages
Book Rating : 4.6/5 (581 download)
Download or read book Advances in Advertising Research (Vol. VI) written by Peeter Verlegh and published by Springer. This book was released on 2015-09-07 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.
Author : George Christodoulides
Publisher : Springer
ISBN 13 : 3658152206
Total Pages : 315 pages
Book Rating : 4.6/5 (581 download)
Download or read book Advances in Advertising Research (Vol. VII) written by George Christodoulides and published by Springer. This book was released on 2016-08-24 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : George Zinkan
Publisher : Marketing Classics Press
ISBN 13 : 1613112718
Total Pages : 290 pages
Book Rating : 4.6/5 (131 download)
Download or read book Advertising Research: The Internet, Consumer Behavior, and Strategy written by George Zinkan and published by Marketing Classics Press. This book was released on 2012 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ivana Bušljeta Banks
Publisher : Springer
ISBN 13 : 3658081325
Total Pages : 330 pages
Book Rating : 4.6/5 (58 download)
Download or read book Advances in Advertising Research (Vol. V) written by Ivana Bušljeta Banks and published by Springer. This book was released on 2014-11-25 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.
Author : Hong Cheng
Publisher : John Wiley & Sons
ISBN 13 : 1118378458
Total Pages : 656 pages
Book Rating : 4.1/5 (183 download)
Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author : Vesna Zabkar
Publisher : Springer
ISBN 13 : 365818731X
Total Pages : 293 pages
Book Rating : 4.6/5 (581 download)
Download or read book Advances in Advertising Research VIII written by Vesna Zabkar and published by Springer. This book was released on 2017-06-15 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.
