European Advertising Academy: The Digital, the Classic, the Subtle, and the Alternative

Verlegh, Peeter; Voorveld, Hilde; Eisend, Martin

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.

Details

Published by: Springer Gabler

Publication Date: 2015-09-15

Format: Hardcover

ISBN-13: 9783658105570

DOI: 10.1007/978-3-658-10558-7

Dimensions: 210cm x148cm

Pages: 406