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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, Advances in Advertising Research (Vol. 3)
is gaining significance in advancing, promoting, disseminating, and
stimulating high quality advertising research. This book provides
state-of-the-art research in international advertising with
twenty-nine articles by renowned advertising and communication
scholars from the worldwide ICORIA network."
Advances in Advertising Research are published by the European
Advertising Academy (EAA). This volume is a compilation of research
presented at the 11th International Conference in Advertising
(ICORIA) which was held in Stockholm (Sweden) in June 2012. The
conference gathered 150 leading researchers from 22 countries under
the conference theme The changing roles of advertising . The book
provides international state-of-the-art research with 30 articles
by renowned scholars from the worldwide ICORIA network.
The Handbook of Research on International Advertising presents the
latest thinking, experiences and results in a wide variety of areas
in international advertising. It incorporates those visions and
insights into areas that have seldom been touched in prior
international advertising research, such as research in digital
media, retrospective research, cultural psychology, and innovative
methodologies. Forming a major reference tool, the Handbook
provides comprehensive coverage of the area, including entries on:
theoretical advances in international advertising research, culture
and its impact on advertising effectiveness, online media strategy
in global advertising, methodological issues in international
advertising, effectiveness of specific creative techniques, global
advertising agencies, international perspectives of corporate
reputation, transnational trust, global consumer cultural
positioning, and performance of integrated marketing
communications, among others. Researchers, students and
practitioners in the fields of marketing, advertising,
communication, and media management will find this important and
stimulating resource invaluable.
Advances in Advertising Research are published by the European
Advertising Academy (EAA). This volume is a compilation of research
presented at the 12th International Conference in Advertising
(ICORIA) which was held in Zagreb (Croatia) in June 2013. The
conference gathered 105 leading researchers from 23 countries under
the conference theme "To Boldly Go... Extending the Boundaries of
Advertising". The book provides international state-of-the-art
research with 23 articles by renowned scholars from the worldwide
ICORIA network.
The Handbook of Research on International Advertising presents the
latest thinking, experiences and results in a wide variety of areas
in international advertising. It incorporates those visions and
insights into areas that have seldom been touched in prior
international advertising research, such as research in digital
media, retrospective research, cultural psychology, and innovative
methodologies. Forming a major reference tool, the Handbook
provides comprehensive coverage of the area, including entries on:
theoretical advances in international advertising research, culture
and its impact on advertising effectiveness, online media strategy
in global advertising, methodological issues in international
advertising, effectiveness of specific creative techniques, global
advertising agencies, international perspectives of corporate
reputation, transnational trust, global consumer cultural
positioning, and performance of integrated marketing
communications, among others. Researchers, students and
practitioners in the fields of marketing, advertising,
communication, and media management will find this important and
stimulating resource invaluable.
The convergence of the Internet and mobile telephony in the late
1990s produced a revolutionary business management tool: mobile
marketing. Yet despite an increasing number of research
publications and books focused on general business issues, many key
concepts have seldom been explicated thoroughly. This book offers
the first comprehensive coverage of mobile marketing from a
theoretical and practical perspective, arguing that pragmatic
mobile marketing tools need to be understood in terms of "why" so
that theories can be advanced. Questions relating to a theoretical
framework of mobile marketing, factors influencing the adoption of
mobile marketing, and other applications and cases of mobile
marketing are provided alongside historical background. This is a
student-friendly text with up-to-date examples and issues presented
throughout. Bibliographic references as well as a comprehensive
glossary are provided at the end of the book.
The convergence of the Internet and mobile telephony in the late
1990s produced a revolutionary business management tool: mobile
marketing. Yet despite an increasing number of research
publications and books focused on general business issues, many key
concepts have seldom been explicated thoroughly. This book offers
the first comprehensive coverage of mobile marketing from a
theoretical and practical perspective, arguing that pragmatic
mobile marketing tools need to be understood in terms of "why" so
that theories can be advanced. Questions relating to a theoretical
framework of mobile marketing, factors influencing the adoption of
mobile marketing, and other applications and cases of mobile
marketing are provided alongside historical background. This is a
student-friendly text with up-to-date examples and issues presented
throughout. Bibliographic references as well as a comprehensive
glossary are provided at the end of the book.
Advances in Advertising Research are published by the European
Advertising Academy (EAA). This volume is a compilation of research
presented at the 12th International Conference in Advertising
(ICORIA) which was held in Zagreb (Croatia) in June 2013. The
conference gathered 105 leading researchers from 23 countries under
the conference theme "To Boldly Go... Extending the Boundaries of
Advertising". The book provides international state-of-the-art
research with 23 articles by renowned scholars from the worldwide
ICORIA network.
Advances in Advertising Research are published by the European
Advertising Academy (EAA). This volume is a compilation of research
presented at the 11th International Conference in Advertising
(ICORIA) which was held in Stockholm (Sweden) in June 2012. The
conference gathered 150 leading researchers from 22 countries under
the conference theme "The changing roles of advertising". The book
provides international state-of-the-art research with 30 articles
by renowned scholars from the worldwide ICORIA network.
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, Advances in Advertising Research (Vol. 3)
is gaining significance in advancing, promoting, disseminating, and
stimulating high quality advertising research. This book provides
state-of-the-art research in international advertising with
twenty-nine articles by renowned advertising and communication
scholars from the worldwide ICORIA network.
This volume grew out of research papers presented at the 9th ICORIA
(International Conference on Research in Advertising) which was
held at Universidad Autonoma de Madrid, Spain,
on June 24-26, 2010. The conference involved advertising,
communication, and marketing scholars located all over the world,
thereby setting an example of diversity and plurality in our ICORIA
community."
The goal of the book is to advance more systematic research in the
fields of advertising and communication form an international
perspective. Renowned communication researchers from around the
globe have contributed to the making of this book.
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