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Table of contents (31 chapters)
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Organization, Publicity and Reputation
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Front Matter
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Branding
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Front Matter
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Media and Agency
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Front Matter
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Advertising Content, Appeals and Execution
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Front Matter
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Keywords
About this book
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.
About the authors
Bibliographic Information
Book Title: Advances in Advertising Research (Vol. 2)
Book Subtitle: Breaking New Ground in Theory and Practice
Editors: Shintaro Okazaki
Series Title: European Advertising Academy
DOI: https://doi.org/10.1007/978-3-8349-6854-8
Publisher: Gabler Verlag Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
Softcover ISBN: 978-3-8349-3134-4Published: 21 June 2011
eBook ISBN: 978-3-8349-6854-8Published: 21 June 2011
Series ISSN: 2626-0328
Series E-ISSN: 2626-0336
Edition Number: 1
Number of Pages: XII, 490
Number of Illustrations: 44 b/w illustrations
Topics: Marketing
Industry Sectors: Aerospace, Automotive, Biotechnology, Chemical Manufacturing, Consumer Packaged Goods, Engineering, Finance, Business & Banking, IT & Software, Materials & Steel, Pharma, Telecommunications