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Advertising in New Formats and Media: Current Research and Implications for Marketers
Hardback
€ 119.61
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Description for Advertising in New Formats and Media: Current Research and Implications for Marketers
Hardback. The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice. Num Pages: 432 pages. BIC Classification: KJMV7; KJSA; KNTY. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly. Dimension: 162 x 237 x 28. Weight in Grams: 764.
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights ... Read more
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights ... Read more
Product Details
Publisher
Emerald Publishing Limited
Format
Hardback
Publication date
2016
Condition
New
Weight
764g
Number of Pages
432
Place of Publication
Bingley, United Kingdom
ISBN
9781785603136
SKU
V9781785603136
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Hardback
Edited by Patrick De Pelsmacker, University of Antwerp, Antwerp, Belgium
Reviews for Advertising in New Formats and Media: Current Research and Implications for Marketers
Patrick De Pelsmacker presents readers with a comprehensive examination of the new media landscape and the changes that have come to advertising with the emergence of digital and other new formats in media. The editor has organized the seventeen selections that make up the main body of the text in three parts devoted to the changing universe of advertising, advertising ... Read more