Similar Search Results

Advances in Advertising Research IX : Power to Consumers

Cauberghe, Verolien (ed.); Hudders, Liselot (ed.); … - 2018

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...

Persistent link: https://www.econbiz.de/10012395869

Fashion & Music

Strähle, Jochen (ed.) - 2018

This book will broaden readers’ understanding of the links between the music and fashion industries. It highlights the challenges currently facing the fashion industry in terms of hyper-competition, definition of ever-faster trends, changing consumer demands etc. In fact, the fashion industry...

Persistent link: https://www.econbiz.de/10012396299

Advertising in Contemporary Consumer Culture

De Burgh-Woodman, Helene - 2018

This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have...

Persistent link: https://www.econbiz.de/10012396423

Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan

Prieler, Michael - 2016

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Societ y presents an insight into advertising practitioners and...

Persistent link: https://www.econbiz.de/10012396674

The Relationship of Body Weight and Skepticism towards Advertising

Brauneis, Sabrina - 2016

Based on the Self-Esteem Theory, Gender Theories, the Cognitive Dissonance Theory and the Social Comparison Theory Sabrina Brauneis investigates the relationship between body weight (conceptualized and measured here using the Body Mass Index (BMI)) and skepticism towards advertising. The first...

Persistent link: https://www.econbiz.de/10012398064

Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement

Eisend, Martin (ed.); Zabkar, Vesna (ed.) - 2017

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems....

Persistent link: https://www.econbiz.de/10012398325

Native Advertising : Digitale Werbung mit neuen Formaten

Tuna, Coskun; Ejder, Cevahir - 2019

. Ein Praxisleitfaden für alle, die an Online-Werbung jenseits von Bannern und Rectangles interessiert sind, um ihren … Inhalt Der Markt der Digitalen Werbung Native Werbeformate Markt und Prognosen Native-Advertising-Technologien Die Rollen der …Der Markt der Digitalen Werbung -- Native Werbeformate -- Markt und Prognosen -- Native-Advertising-Technologien -- Die …

Persistent link: https://www.econbiz.de/10012401554

Künstliche Intelligenz – die Zukunft des Marketing : Ein praktischer Leitfaden für Marketing-Manager

Bünte, Claudia - 2018

Claudia Bünte gibt einen Überblick über die Bedeutung und den aktuellen Einsatz von Künstlicher Intelligenz (KI) im Marketing und zeigt im Ausblick, wie sich KI im Marketing weiterentwickeln wird. Anhand einer aktuellen Studie unter 208 Marketing-Managerinnen und -Managern wird ein...

Persistent link: https://www.econbiz.de/10012401595

Der Einfluss der Werbespotgestaltung auf das Social Media Engagement von Konsumenten : eine Multilevel-Analyse und Lebenszyklus-Betrachtung am Beispiel von YouTube

Lenzen, Sandra - 2019

Sandra Lenzen untersucht den Einfluss der Kreativität eines Werbespots auf die psychologische Werbewirkung sowie auf das Social Media Engagement und kombiniert hierbei Befragungs- mit Verhaltensdaten. Die Autorin zeigt den Lebenszyklus eines YouTube Werbespots sowie den Einfluss verschiedener...

Persistent link: https://www.econbiz.de/10012401777

Advances in Advertising Research (Vol. III) : Current Insights and Future Trends

Eisend, Martin - 2012

Advertising Content, Appeals, and Execution -- Corporate Responsibility, Social Issues, and Advertising -- Social Media, Online, and Mobile Advertising -- Product Placement -- Gender, Children, and Advertising -- Consumers, Companies, Brands, and their Relationships

Persistent link: https://www.econbiz.de/10014016046