| 000 -LEADER |
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| fixed length control field |
03070nam a2200205 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
160601n 000 0 eng d |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781785603136 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126101129.0 |
| CONTROL NUMBER |
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64226 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| TITLE STATEMENT |
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| Title |
Advertising in new formats and media : |
| Remainder of title |
current research and implications for marketers |
| Statement of responsibility, etc |
Edited by Patrick de Pelsmacker |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
[Place of publication not identified] : |
| Name of publisher, distributor, etc |
Emerald Group Publishing, |
| Date of publication, distribution, etc |
2016. |
| PHYSICAL DESCRIPTION |
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| Extent |
xvii, 412 p. ; |
| Dimensions |
24 cm. |
| SUMMARY, ETC. |
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| Summary, etc |
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. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
I The Changing Advertising Universe ch. 1 From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats / Sara Rosengren ch. 2 Consumer Responses to Creative Media Advertising: A Literature Review / Guda van Noort ch. 3 New Forms of Advertising in Television: Types and Effectiveness / Pedro Reinares ch. 4 Second Screen Advertising: A Typology of Multiscreening / Claire M. Segljn ch. 5 Understanding Media Synergy / Hairong Li ch. 6 Informing Consumers about "Hidden" Advertising: A Literature Review of the Effects of Disclosing Sponsored Content / Eva A. van Reijmersdal pt. II Advertising in a Digital Connected World ch. 7 WOM Marketing in Social Media / Carmen Hidalgo-Alcazar ch. 8 Brand Pages as a Communication Tool: A State of the Art and a Research Agenda / Manuela Lopez ch. 9 Consumers' Online Brand Endorsements / Edith G. Smit Contents note continued: ch. 10 Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising / Farina Meyer ch. 11 Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance / Ariel Mitev pt. III Hidden but Paid for: Branded Content ch. 12 Product Placement, Its Supporters and Detractors: A Quest for Balance / Tina Tessitore ch. 13 Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program / Nathalie Dens ch. 14 The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness / Karollen Poels ch. 15 Product Placement in Social Games: Qualitative Research Insights / Audrey Deterding ch. 16 How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos / Katarina Panic Contents note continued: ch. 17 Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising / Agnes Nairn. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising |
| General subdivision |
Technological innovations |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
De Pelsmacker, Patrick, |
| Relator term |
Edited by |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |