European Advertising Academy

Advances in Advertising Research (Vol. 1)

Cutting Edge International Research

Editors: Terlutter, Ralf, Diehl, Sandra, Okazaki, Shintaro (Hrsg.)

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  • ISBN 978-3-8349-6006-1
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Hardcover $99.99
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  • ISBN 978-3-8349-2111-6
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About this book

Research on advertising, branding and communication from an international perspective is essential in the face of the growing globalisation of markets, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for communication purposes, among them, advergames, mobile marketing and viral marketing. The goal of this book is to advance more systematic research in these fields from an international orientation. Renowned communication researchers from around the globe have contributed to the making of this book.

About the authors

Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria.
Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria.
Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.

Reviews

"[...] dieses Herausgeberwerk [leistet] aufgrund seiner inhaltlichen Breite und den innovativen Beiträgen einen wertvollen Impuls für die Kommunikations- und Markenforschung." transfer - Werbeforschung & Praxis, 4-2010

Table of contents (26 chapters)

Table of contents (26 chapters)
  • Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency

    Pages 3-20

    Navarro, Maria Angeles (et al.)

  • Evaluation and Feedback Effects of Limited Editions in FMCG Categories

    Pages 21-36

    Esch, Franz-Rudolf (et al.)

  • How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View

    Pages 37-46

    Okazaki, Shintaro (et al.)

  • A Call for a Broader Range of Dependent Variables in Advertising Research

    Pages 47-57

    Bergkvist, Lars

  • The Passive Shopping Stage: Keeping in Mind Brand Encounters

    Pages 59-74

    Micu, Anca C.

Buy this book

eBook $69.99
price for USA in USD (gross)
  • ISBN 978-3-8349-6006-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $99.99
price for USA in USD
  • ISBN 978-3-8349-2111-6
  • 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 (Vol. 1)
Book Subtitle
Cutting Edge International Research
Editors
  • Ralf Terlutter
  • Sandra Diehl
  • Shintaro Okazaki
Series Title
European Advertising Academy
Copyright
2010
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8349-6006-1
DOI
10.1007/978-3-8349-6006-1
Hardcover ISBN
978-3-8349-2111-6
Series ISSN
2626-0328
Edition Number
1
Number of Pages
XII, 412
Topics