Advances in Advertising Research (Vol. IV) The Changing Roles of Advertising / [electronic resource] :
edited by Sara Rosengren, Micael Dahl�en, Shintaro Okazaki.
- XII, 407 p. online resource.
- EAA Series, 1869-6929 .
- EAA Series, .
The Roles of Advertising -- The Faces of Advertising -- Reception of Advertising -- Perceptions of Advertising.
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. Contents � The Roles of Advertising � The Faces of Advertising � Perceptions of Advertising � Reception of Advertising Target Groups � Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors: Sara Rosengren and Micael Dahl�en work at the Stockholm School of Economics. Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Aut�onoma de Madrid, Spain.
9783658023652
10.1007/978-3-658-02365-2 doi
Business. Marketing. Business and Management. Marketing.