Advances in Advertising Research (Vol. XI)
- Martin K.J. Waiguny
- Sara Rosengren
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Know about the book -
Advances in Advertising Research (Vol. XI) is written by Martin K.J. Waiguny and published by Springer Gabler. It's available with International Standard Book Number or ISBN identification 3658322039 (ISBN 10) and 9783658322038 (ISBN 13).
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 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
