George Christodoulides & Anastasia Stathopoulou 
Advances in Advertising Research (Vol. VII) [PDF ebook] 
Bridging the Gap between Advertising Academia and Practice

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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. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.


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Table of Content


Online Advertising/Social Networks.- Consumer Responses to Advertising.- 

Culture and Advertising.

About the author


George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.

Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.

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

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Language English ● Format PDF ● Pages 315 ● ISBN 9783658152208 ● File size 16.6 MB ● Editor George Christodoulides & Anastasia Stathopoulou ● Publisher Springer Fachmedien Wiesbaden GmbH ● City Wiesbaden ● Country DE ● Published 2016 ● Downloadable 24 months ● Currency EUR ● ID 4964220 ● Copy protection Social DRM

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