Overview
- Editors:
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Peeter Verlegh
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Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands
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Hilde Voorveld
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ASCoR, University of Amsterdam, Amsterdam, The Netherlands
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Martin Eisend
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Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany
- New articles in economic sciences
- Includes supplementary material: sn.pub/extras
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Table of contents (30 chapters)
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Part I. The Digital: Advertising in Online and Social Media
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- Leonidas Ηatzithomas, Christina Boutsouki, Vassilis Pigadas, Yorgos Zotos
Pages 11-24
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- Mark Kilgour, Sheila Sasser, Roy Larke
Pages 25-36
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- Chong Oh, Sheila Sasser, Chelsea Lockwood-White, Soliman Almahmoud
Pages 37-50
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- Dóra Horváth, Ariel Mitev
Pages 51-62
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- Sabrina M. Hegner, Daniël C. Kusse, Ad T. H. Pruyn
Pages 63-73
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- Kung Wong Lau, Pui Yuen Lee
Pages 75-83
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- Heike Kniesel, Martin K. J. Waiguny, Sandra Diehl
Pages 85-98
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Part II. The Classic: Advertising Strategies for Print, TV and Radio
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- Maja Arslanagic-Kalajdzic, Vesna Zabkar
Pages 101-113
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- Margot J. van der Goot, Eva A. van Reijmersdal, Mariska Kleemans
Pages 115-124
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- Nora J. Rifon, Mengtian Jiang, Sookyong Kim
Pages 125-134
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- Jörg Matthes, Franziska Marquart, Florian Arendt, Anke Wonneberger
Pages 135-145
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- Barbara Mueller, Sandra Diehl, Ralf Terlutter
Pages 147-161
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- Ivana Bušljeta Banks, Patrick De Pelsmacker
Pages 163-177
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- Lampros Gkiouzepas, Margaret K. Hogg
Pages 179-199
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- Liyong Wang, Carolus L. C. Praet
Pages 201-213
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- Niklas Bondesson, Sara Rosengren
Pages 215-225
About this book
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.
Editors and Affiliations
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Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands
Peeter Verlegh
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ASCoR, University of Amsterdam, Amsterdam, The Netherlands
Hilde Voorveld
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Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany
Martin Eisend
About the editors
Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).