Advances in Advertising Research (Vol. 2)

Breaking New Ground in Theory and Practice

  • Editors
  • Shintaro Okazaki

Table of contents

  1. Front Matter
    Pages I-XIV
  2. Product Placement and Gaming

    1. Front Matter
      Pages 1-1
    2. Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila
      Pages 3-20
    3. Yves Van Vaerenbergh, Dieneke Van de Sompel, Neal Van Loock, Iris Vermeir
      Pages 21-33
    4. Martin K. J. Waiguny, Ralf Terlutter
      Pages 35-51
  3. Social Issues and Advertising

  4. Generation

  5. Social Interaction and Advertising

    1. Front Matter
      Pages 177-177
    2. Rafael Currás-Pérez, María José Miquel-Romero, Carla Ruiz-Mafé, Silvia Sanz-Blas
      Pages 191-213
    3. Manuela López, María Sicilia
      Pages 215-230
    4. Shintaro Okazaki, María Ángeles Navarro-Bailón
      Pages 231-243
  6. Organization, Publicity and Reputation

    1. Front Matter
      Pages 245-245
    2. Luisa Andreu, Anna S. Mattila, Joaquin Aldás
      Pages 261-275
    3. Martin Eisend, Franziska Küster
      Pages 277-291
  7. Branding

  8. Media and Agency

  9. Advertising Content, Appeals and Execution

About this book


Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). 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. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable
value for advancing our knowledge.


Branding Marketing Medienmanagement Product Placement Werbung

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-3134-4
  • Online ISBN 978-3-8349-6854-8
  • Buy this book on publisher's site
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