Advances in Advertising Research (Vol. VI), Peeter Verlegh; Hilde Voorveld; Martin Eisend

Название: Evaluation in Advertising Reception
ISBN: 1349468363 ISBN-13(EAN): 9781349468362
Издательство: Springer
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Цена: 32600.00 T
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Описание: Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.

Автор: Gerhard Aust
Название: Vertical Cooperative Advertising in Supply Chain Management
ISBN: 3319116258 ISBN-13(EAN): 9783319116259
Издательство: Springer
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Цена: 74530.00 T
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Описание: In this book methods from Operations Research and Game Theory are used to determine companies` profit-maximizing strategies related to pricing and (cooperative) advertising.

Автор: Christodoulides
Название: Advances in Advertising Research (Vol. VII)
ISBN: 3658152192 ISBN-13(EAN): 9783658152192
Издательство: Springer
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Цена: 102480.00 T
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Описание: 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.

Автор: Vesna Zabkar; Martin Eisend
Название: Advances in Advertising Research VIII
ISBN: 3658187301 ISBN-13(EAN): 9783658187309
Издательство: Springer
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Цена: 83850.00 T
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Описание: This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016.

Автор: Fauziah Noordin; Abdul Kadir Othman; Erne Suzila K
Название: Proceedings of the 2nd Advances in Business Research International Conference
ISBN: 9811060525 ISBN-13(EAN): 9789811060526
Издательство: Springer
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Цена: 186330.00 T
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Описание: This book contains the refereed proceedings of the 2nd Advances in Business Research International Conference (ABRIC2016). The book serves as a helpful resource for students and researchers of business management, especially in understanding issues and cases of business in emerging economies and markets.

Автор: Ed Diener; Don Rahtz
Название: Advances in Quality of Life Theory and Research
ISBN: 9401058598 ISBN-13(EAN): 9789401058599
Издательство: Springer
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Цена: 93160.00 T
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Описание: The book is broken into three sections: the first section presenting material on broad theories of subjective well- being, the second section covering how work and income are related to subjective well-being, and the third section containing one chapter on health and one on political representation.

Автор: Philip Hanson
Название: Advertising and Socialism
ISBN: 1349020389 ISBN-13(EAN): 9781349020386
Издательство: Springer
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Цена: 74530.00 T
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Название: Nontraditional Media in Marketing and Advertising
ISBN: 1412997615 ISBN-13(EAN): 9781412997614
Издательство: Sage Publications
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Цена: 63360.00 T
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Описание: A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.

Автор: Roetzer Paul
Название: The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, Seo, Content, Advertising, and Web Firms
ISBN: 1118131363 ISBN-13(EAN): 9781118131367
Издательство: Wiley
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Цена: 25350.00 T
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Описание: Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge.

Название: Programmatic advertising
ISBN: 3319250213 ISBN-13(EAN): 9783319250212
Издательство: Springer
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Цена: 65210.00 T
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Описание:

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter W rtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

Автор: Ingomar Kloss; M. Abe; R. Hugo-Burrows; D. Caumont
Название: Advertising Worldwide
ISBN: 3642632068 ISBN-13(EAN): 9783642632068
Издательство: Springer
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Цена: 46570.00 T
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Описание: This book addresses the following questions: What are the social, cultural or religious particularities of advertising and advertising practices? Specialists from Australia, Belgium, Finland, France, Germany, India, Mexico, Russia, South Africa, Taiwan, and the USA provide comprehensive information on advertising conditions in their countries.

Автор: M. Moskowitz
Название: Testimonial Advertising in the American Marketplace
ISBN: 1349379298 ISBN-13(EAN): 9781349379293
Издательство: Springer
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Цена: 60550.00 T
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Описание: Introduction; M.Moskowitz & M.Schweitzer Testimonials in Silk: Juba and the Legitimization of American Blackface Minstrelsy in Britain; S.B.Johnson 'The Testifying Subject': Reliability in Nineteenth-Century Marketing, Science, and Law; M.Pettit 'After a season of war': Sharing Horticultural Success in the Reconstruction-Ear Landscape; M.Moskowitz 'The Ten Year Club': Artificial Limbs and Testimonials in the Early Twentieth Century; E.Slavishak 'The Mad Search for Beauty': Actresses, Cosmetics, and the Middle-Class Market; M.Schweitzer 'I am Kay and I Prefer Modern': Bridal Testimonials and the Rise of Consumer Rites, 1920s-1950s; V.Howard 'Dear Friend': Charles Atlas, American Masculinity, and the Bodybuilding Testimonial, 1894-1944; D.Padurano 'For Us, By Us': Hip Hop Fashion, Commodity Blackness and the Culture of Emulation; M.Rizzo