TY  - BOOK
AU  - 
AU  - 
AU  - 
ED  - SpringerLink (Online service)
TI  - Advances in Advertising Research (Vol. III): Current Insights and Future Trends 
T2  - European Advertising Academy
SN  - 9783834942913
AV  - HF5410-5417.5 
U1  - 658.8 23
PY  - 2012///
CY  - Wiesbaden
PB  - Gabler Verlag, Imprint: Gabler Verlag
KW  - Economics
KW  - Marketing
KW  - Economics/Management Science
N1  - Advertising Content, Appeals, and Execution -- Corporate Responsibility, Social Issues, and Advertising -- Social Media, Online, and Mobile Advertising -- Product Placement -- Gender, Children, and Advertising -- Consumers, Companies, Brands, and their Relationships
N2  - Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network
UR  - http://dx.doi.org/10.1007/978-3-8349-4291-3
ER  -