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Advances in Advertising Research (Vol. VI) : The Digital, the Classic, the Subtle, and the Alternative
Verlegh, Peeter (ed.); Voorveld, Hilde (ed.);  … - 2016 - 1st ed. 2016
Advertising in Online and Social Media -- Advertising Strategies for Print, TV, and Radio -- Mixing Advertising and … Content -- Advertising on Products, Floors, and Carts. …This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with …
Persistent link: https://www.econbiz.de/10014018002
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Native Advertising : Digitale Werbung mit neuen Formaten
Tuna, Coskun; Ejder, Cevahir - 2019
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 …Dieses Buch erklärt kompakt und auf den Punkt, was Native Advertising ist, wie diese neue Werbedisziplin funktioniert …
Persistent link: https://www.econbiz.de/10012401554
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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
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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
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Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice
Christodoulides, George (ed.); Stathopoulou, Anastasia (ed.) - 2017
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on … the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers … effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective …
Persistent link: https://www.econbiz.de/10014020730
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Advances in Advertising Research (Vol. V) : Extending the Boundaries of Advertising
Bušljeta Banks, Ivana (contributor);  … - 2015
Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural …, Gender and Age Issues in Advertising -- Branding Challenges -- IMC. …Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation …
Persistent link: https://www.econbiz.de/10014306570
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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 … process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the … European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International …
Persistent link: https://www.econbiz.de/10012395869
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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
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Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan
Prieler, Michael - 2016
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 consumers in Japan …
Persistent link: https://www.econbiz.de/10012396674
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The Relationship of Body Weight and Skepticism towards Advertising
Brauneis, Sabrina - 2016
(BMI)) and skepticism towards advertising. The first study’s findings support a general direct influence of body weight on … skepticism towards advertising. The second study finds out that specific products influence the relation of body weight, self …-esteem and skepticism towards advertising. The third study discovers seasons as a crucial factor on the relationship. The fourth …
Persistent link: https://www.econbiz.de/10012398064