Advances in Advertising Research IX Power to Consumers /

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 to...

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Bibliographische Detailangaben
Format: Elektronisch E-Book
Sprache:Englisch
Veröffentlicht: Wiesbaden : Springer Fachmedien Wiesbaden : Gabler, 2018.
Ausgabe:1st ed. 2018.
Schriftenreihe:European Advertising Academy,
Schlagworte:
Branding (Marketing).
Motivation research (Marketing).
Internet marketing.
ISBN:9783658226817
ISSN:2626-0328
Online-Zugang: Volltext
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Inhaltsangabe:
  • Going Beyond: Persuading the Consumer with New Advertising Formats
  • Getting Inside the Game: Effectiveness of In-Game Advertising
  • How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles
  • Doing Good: Corporate Social Responsibility and Consumer Protection
  • Let them Talk: How to Increase and Evaluate Word of Mouth
  • It's All about Context: Situational Influences on Advertising Effects.

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