Advances in Advertising Research IX (eBook, PDF)

Power to Consumers
Redaktion: Cauberghe, Verolien; Eisend, Martin; Hudders, Liselot

• Format: PDF

Produktbeschreibung

Publication in the field of economic sciences

Persuading the consumer with new advertising formats

Effectiveness of in-game advertising

An insight into the effects of advertising execution styles

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Produktdetails

• Verlag: Springer Fachmedien Wiesbaden
• Seitenzahl: 353
• Erscheinungstermin: 4. Juli 2018
• Englisch
• ISBN-13: 9783658226817
• Artikelnr.: 53148523

Autorenporträt

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Inhaltsangabe

Going Beyond: Persuading the Consumer with New Advertising Formats.- Getting Inside the Game: Effectiveness of In-Game Advertising.- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles.- Doing Good: Corporate Social Responsibility and Consumer Protection.- Let them Talk: How to Increase and Evaluate Word of Mouth.- It's All about Context: Situational Influences on Advertising Effects.