Editors:
- 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
Part of the book series: European Advertising Academy (EAA)
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Table of contents (25 chapters)
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Front Matter
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Going Beyond: Persuading the Consumer with New Advertising Formats
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Front Matter
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Getting Inside the Game: Effectiveness of In-Game Advertising
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Front Matter
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How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles
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Front Matter
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Doing Good: Corporate Social Responsibility and Consumer Protection
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Front Matter
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About this book
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
Editors and Affiliations
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Communication Sciences, Ghent University, Gent, Belgium
Verolien Cauberghe
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Communication Science, Ghent University, Gent, Belgium
Liselot Hudders
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Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany
Martin Eisend
About the editors
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.Bibliographic Information
Book Title: Advances in Advertising Research IX
Book Subtitle: Power to Consumers
Editors: Verolien Cauberghe, Liselot Hudders, Martin Eisend
Series Title: European Advertising Academy
DOI: https://doi.org/10.1007/978-3-658-22681-7
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018
Hardcover ISBN: 978-3-658-22680-0Published: 17 July 2018
Softcover ISBN: 978-3-658-24866-6Published: 25 December 2018
eBook ISBN: 978-3-658-22681-7Published: 04 July 2018
Series ISSN: 2626-0328
Series E-ISSN: 2626-0336
Edition Number: 1
Number of Pages: XII, 353
Number of Illustrations: 35 b/w illustrations
Topics: Branding, Consumer Behavior, Online Marketing/Social Media