European Advertising Academy

Advances in Advertising Research VIII

Challenges in an Age of Dis-Engagement

Editors: Zabkar, Vesna, Eisend, Martin (Eds.)

  • Collection of essays on advertising, communication, marketing and media management​
  • Publication in the field of economic sciences
  • Essays on advertising effectiveness
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eBook 53,54 €
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  • ISBN 978-3-658-18731-6
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Hardcover 64,99 €
price for India (gross)
  • ISBN 978-3-658-18730-9
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  • Usually dispatched within 3 to 5 business days.
About this book

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. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

About the authors

Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.  

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Table of contents (21 chapters)

  • A Τypology of Minimalism in Advertising

    Margariti, Kostoula (et al.)

    Pages 1-15

    Preview Buy Chapter 24,95 €
  • Article or Ad? Readers’ Recognition and Evaluations of Native Advertisements on Online News Websites

    Krouwer, Simone (et al.)

    Pages 17-30

    Preview Buy Chapter 24,95 €
  • Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect?

    Keller, Barbara (et al.)

    Pages 31-44

    Preview Buy Chapter 24,95 €
  • Can Disclosures Aid Children’s Recognition of TV and Website Advertising?

    Vanwesenbeeck, Ini (et al.)

    Pages 45-57

    Preview Buy Chapter 24,95 €
  • Do Online Reviews Affect Customers Differently When They Are Actually Read?

    Maslowska, Ewa (et al.)

    Pages 59-70

    Preview Buy Chapter 24,95 €

Buy this book

eBook 53,54 €
price for India (gross)
  • ISBN 978-3-658-18731-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for India (gross)
  • ISBN 978-3-658-18730-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Advances in Advertising Research VIII
Book Subtitle
Challenges in an Age of Dis-Engagement
Editors
  • Vesna Zabkar
  • Martin Eisend
Series Title
European Advertising Academy
Copyright
2017
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH
eBook ISBN
978-3-658-18731-6
DOI
10.1007/978-3-658-18731-6
Hardcover ISBN
978-3-658-18730-9
Edition Number
1
Number of Pages
XI, 293
Number of Illustrations and Tables
38 b/w illustrations
Topics