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Advances in Advertising Research IX

Power to Consumers

  • Verolien Cauberghe
  • Liselot Hudders
  • Martin Eisend

Part of the European Advertising Academy book series (EAA)

Table of contents

  1. Front Matter
    Pages I-XII
  2. Going Beyond: Persuading the Consumer with New Advertising Formats

    1. Front Matter
      Pages 1-1
    2. Mª Concepción Castellanos, José Manuel Ausin, Jaime Guixeres, Enrique Bigné
      Pages 3-15
    3. Robert Freeman Cartwright, Suzanna J. Opree, Eva A. van Reijmersdal
      Pages 17-28
    4. Edward C. Malthouse, Ewa Maslowska, Judy Franks
      Pages 29-42
    5. Wei-Lin Wang, Edward C. Malthouse, Ebru Uzunoglu
      Pages 57-70
  3. Getting Inside the Game: Effectiveness of In-Game Advertising

  4. How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles

    1. Front Matter
      Pages 115-115
    2. Megha Dubey, Janise Farrell, Lawrence Ang
      Pages 117-130
    3. Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas
      Pages 131-142
    4. Don E. Schultz, Martin P. Block
      Pages 177-190
    5. Maria C. Voutsa, Leonidas Hatzithomas, Christina Boutsouki
      Pages 191-204
  5. Doing Good: Corporate Social Responsibility and Consumer Protection

  6. Let Them Talk: How to Increase and Evaluate Word of Mouth

  7. It's All About Context: Situational Influences on Advertising Effects

About this book

Introduction

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.

Contents

  • 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

Target Groups

Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas.

The Editors

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.

Keywords

Advertising Branding Media Marketing Communication Digital Marketing

Editors and affiliations

  • Verolien Cauberghe
    • 1
  • Liselot Hudders
    • 2
  • Martin Eisend
    • 3
  1. 1.Communication SciencesGhent UniversityGentBelgium
  2. 2.Communication ScienceGhent UniversityGentBelgium
  3. 3.Faculty of Business Administration and EEuropean University ViadrinaFrankfurt (Oder)Germany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-22681-7
  • Copyright Information Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-22680-0
  • Online ISBN 978-3-658-22681-7
  • Buy this book on publisher's site