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Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
XI, \1 s. 38 illus. online zdroj.
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ISBN 9783658187316
European Advertising Academy
Printed edition: ISBN 9783658187309
Advertising Media, Content, Audiences -- Advertising Processing and Reception -- Online Advertising and Communication -- Advertising Effectiveness.
This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). 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. The conference gathered more than 130 participants from various countries from nearly all continents. Contents       Advertising Media, Content, Audiences       Advertising Processing and Reception       Online Advertising and Communication       Advertising Effectiveness  Target Grou ps Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.   Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany..
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