TY  - BOOK
AU  - Banks,Ivana Bušljeta
AU  - De Pelsmacker,Patrick
AU  - Okazaki,Shintaro
ED  - SpringerLink (Online service)
TI  - Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising 
T2  - European Advertising Academy
SN  - 9783658081324
AV  - HF5410-5417.5 
U1  - 658.8 23
PY  - 2015///
CY  - Wiesbaden
PB  - Springer Fachmedien Wiesbaden, Imprint: Springer Gabler
KW  - business
KW  - Marketing
KW  - Market Research
KW  - Management
KW  - Business and Management
KW  - Market Research/Competitive Intelligence
N1  - Advertising Appeals and Processing -- Online and Mobile Advertising.- TV Advertising and Product Placement -- Cultural, Gender and Age Issues in Advertising -- Branding Challenges -- IMC
N2  - Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement  Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain
UR  - http://dx.doi.org/10.1007/978-3-658-08132-4
ER  -