Dynamic Models of Advertising Competition, Gary M. Erickson

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: Jeffrey L. Funk
Название: Global Competition Between and Within Standards
ISBN: 1349429376 ISBN-13(EAN): 9781349429370
Издательство: Springer
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Цена: 74530.00 T
Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The author summarises the development of the global mobile communications industry to date, examining how global standards have been established, and why particular firms have succeeded within these standards.

Автор: Gary M. Erickson
Название: Dynamic Models of Advertising Competition
ISBN: 1461353602 ISBN-13(EAN): 9781461353607
Издательство: Springer
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Цена: 93160.00 T
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Описание: I am gratified that there is sufficient interest in the subject matter so as to support the offering of a second edition of this monograph. A notable addition to the present edition are the new chapters, 6, 7, and 8, which offer analysis of three triopoly models.

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.

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.

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: Brauneis
Название: The Relationship of Body Weight and Skepticism towards Advertising
ISBN: 3658148608 ISBN-13(EAN): 9783658148607
Издательство: Springer
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Цена: 60940.00 T
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Описание: Based on the Self-Esteem Theory, Gender Theories, the Cognitive Dissonance Theory and the Social Comparison Theory Sabrina Brauneis investigates the relationship between body weight (conceptualized and measured here using the Body Mass Index (BMI)) and skepticism towards advertising. The first study’s findings support a general direct influence of body weight on skepticism towards advertising. The second study finds out that specific products influence the relation of body weight, self-esteem and skepticism towards advertising. The third study discovers seasons as a crucial factor on the relationship. The fourth study shows that overweight models cause higher levels of skepticism towards advertising among normal weight and overweight women.

Автор: Ingomar Kloss
Название: More Advertising Worldwide
ISBN: 3642534708 ISBN-13(EAN): 9783642534706
Издательство: Springer
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Цена: 46570.00 T
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Описание: With contributions by numerous experts

Автор: Gerhard Aust
Название: Vertical Cooperative Advertising in Supply Chain Management
ISBN: 3319384422 ISBN-13(EAN): 9783319384429
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: Antigoni Papadimitriou
Название: Competition in Higher Education Branding and Marketing
ISBN: 3319585266 ISBN-13(EAN): 9783319585260
Издательство: Springer
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Цена: 102480.00 T
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Описание: Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education.

Автор: T. Sheffield
Название: The Religious Dimensions of Advertising
ISBN: 1349535451 ISBN-13(EAN): 9781349535453
Издательство: Springer
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Цена: 60550.00 T
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Описание: This groundbreaking work explores media scholar Sut Jhally`s thesis that advertising functions as a religion in late capitalism and relates this to critical theological studies. Sheffield argues that advertising is not itself a religion, but that it contains religious dimensions - analogous to Durkheim`s description of objects as totems.

Автор: Robert East
Название: The Effect of Advertising and Display
ISBN: 1441953736 ISBN-13(EAN): 9781441953735
Издательство: Springer
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Цена: 102480.00 T
Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business.