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Advances in Advertising Research X: Multiple Touchpoints in Brand Communication: European Advertising Academy

Editat de Enrique Bigne, Sara Rosengren
en Limba Engleză Hardback – 15 oct 2019
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
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Specificații

ISBN-13: 9783658248772
ISBN-10: 3658248777
Pagini: 240
Ilustrații: XI, 240 p. 34 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.46 kg
Ediția:1st ed. 2019
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria European Advertising Academy

Locul publicării:Wiesbaden, Germany

Cuprins

Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.


Notă biografică

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.
Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

Textul de pe ultima copertă

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
Contents

  • Digital Communications and Multiple Touchpoints
  • Creativity in Advertising
  • Consumer Responses to Multiple Communications
Target Groups

Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas
The Editors
Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.
Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

Caracteristici

Publication in the field of economic sciences
Collection of essays on advertising, communication, marketing and media management
Essays on advertising effectiveness