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Author: Joonghwa Lee
Publisher:
ISBN:
Category : Advertising media planning
Languages : en
Pages : 174
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Book Description
Author: Joonghwa Lee
Publisher:
ISBN:
Category : Advertising media planning
Languages : en
Pages : 174
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Book Description
Author: Hanafizadeh, Payam
Publisher: IGI Global
ISBN: 1466608862
Category : Business & Economics
Languages : en
Pages : 249
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Book Description
"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.
Author: Enrique Bigne
Publisher: Springer Nature
ISBN: 3658248785
Category : Psychology
Languages : en
Pages : 242
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Book Description
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.
Author: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
Category : Business & Economics
Languages : en
Pages : 466
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Book Description
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Author: Peeter Verlegh
Publisher: Springer
ISBN: 3658105585
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.
Author: Xiaowen Fang
Publisher: Springer Nature
ISBN: 3030501647
Category : Computers
Languages : en
Pages : 547
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Book Description
This book constitutes the refereed proceedings of the Second International Conference on HCI in Games, HCI-Games 2020, held in July 2020 as part of HCI International 2020 in Copenhagen, Denmark.* HCII 2020 received a total of 6326 submissions, of which 1439 papers and 238 posters were accepted for publication after a careful reviewing process. The 38 papers presented in this volume are organized in topical sections named: designing games and gamified interactions; user engagement and game impact; and serious games. *The conference was held virtually due to the COVID-19 pandemic.
Author: Jaana Simola
Publisher: Frontiers Media SA
ISBN: 2889194167
Category : Physiology
Languages : en
Pages : 125
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Book Description
This Research Topic aims to showcase the state of the art in visual advertising research. Although visual processes are a central component of consumer behavior, they have been largely neglected in models explaining consumer perception of advertising. Rather than being the mere input into the cognitive or affective systems, the visual processes both voluntarily and involuntarily affect the amount and quality of information that is passed into further mental processing. Moreover, advertisements provide a well- designed, rich and stimulating environment to study visual processes in real-life conditions. Consumers encounter thousands of advertisement messages per day. Previous research on visual perception of advertising mostly considers print advertising. However, advertising messages increasingly appear in a variety of formats and in different media. Part of these messages are still conveyed through traditional media, such as newspapers, magazines, television, as well as outdoor and supermarket advertising. In addition, the amount and diversity of visual marketing stimuli is rapidly growing in terms of different advertising formats appearing in online and social media, smartphones and tablets. This challenges the marketing professionals and academics to better understand the impact of marketing on consumers. At the same time, the technical development of the research methods allows better opportunities to investigate advertising perception in different environments. Traditionally, papers investigating the psychological processes underlying advertising perception are published in journals widespread across different disciplines, such as marketing, applied psychology and human computer interaction journals. With this Research Topic, we aim to create a forum in which experts in different fields define the state of the art and future directions of the research on the visual aspects of marketing. We include reviews and original research papers involving both empirical and theoretical studies on visual perception of advertising across different media.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522571175
Category : Business & Economics
Languages : en
Pages : 1590
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Book Description
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1466629207
Category : Technology & Engineering
Languages : en
Pages : 1940
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Book Description
IT policies are set in place to streamline the preparation and development of information communication technologies in a particular setting. IT Policy and Ethics: Concepts, Methodologies, Tools, and Applications is a comprehensive collection of research on the features of modern organizations in order to advance the understanding of IT standards. This is an essential reference source for researchers, scholars, policymakers, and IT managers as well as organizations interested in carrying out research in IT policies.
Author: Yang, Kenneth C. C.
Publisher: IGI Global
ISBN: 1522531157
Category : Business & Economics
Languages : en
Pages : 406
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Book Description
In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.
