Multi-platform advertising strategies in the global marketplace (Record no. 33043)
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| LIBRARY OF CONGRESS CONTROL NUMBER | |
|---|---|
| LC control number | 2017014580 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781522531142 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 659.13 MU LT |
| TITLE STATEMENT | |
| Title | Multi-platform advertising strategies in the global marketplace |
| Statement of responsibility, etc | Edited by Kenneth C.C. Yang |
| VARYING FORM OF TITLE | |
| Title proper/short title | Multi platform advertising strategies in the global marketplace |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Hershey : |
| Publisher | IGI global, |
| Date | c2018. |
| PHYSICAL DESCRIPTION | |
| Extent | xxviii, 377 p. : |
| Other Details | ill. ; |
| Size | 27 cm. |
| SERIES STATEMENT | |
| Series statement | A volume in the advances in marketing, customer relationship management, and e-services |
| CONTENTS | |
| Contents | Acknowledgment -- Multi-platform advertising in an abundant media ecosystem -- Multi-platform advertising as a global phenomenon / Kenneth C. C. Yang, The University of Texas at El Paso, U.S.A -- Challenges and opportunities for multi-platform advertising practices around the world -- The dark-side of multiplatform advertising in an emerging economy context / Abena Animwaa Yeboah-Banin, University of Ghana, Ghana, Margaret Ivy Amoakohene, University of Ghana, Ghana -- Clients' perception, adoption and level of satisfaction with multi-platform advertising media in Ibadan, South-Western Nigeria / Adekunle Olusola Otunla, University of Ibadan, Nigeria, Oluwatobiloba T. Olatunji, One Media Studio, Nigeria -- Experiences in multiplatform campaigns : similarities between game engagement and advertising engagement in virtual reality / Thaiane Oliveira, Federal Fluminense University, Brazil, Vanissa Wanick, University of Southampton, United Kingdom, Thalyta da Matta, Federal Fluminense University, Brazil -- Mobile devices and advertising : perceptions and opportunities / Patricia Dias, Catholic University of Portugal, Portugal, Inês Teixeira-Botelho, Research Centre in Applied Communication, Arts, Architecture, Culture and New Technologies, Portugal -- Researching multi-platform advertising -- Understanding how Mexican and U.S. consumers decide to use mobile social media : a cross-national qualitative study / Kenneth C. C. Yang, The University of Texas at El Paso, U.S.A -- Applying hybrid interactive rhetoric engagement (H.I.R.E.) concept to study digital game advertising : theoretical and methodological implications / Yowei Kang, Kainan University, Taiwan -- Educating future multiplatform advertising professionals -- A comparative study of digital game curricula in Taiwan and U.S. : implications for educating future multiplatform advertising industry professionals / Yowei Kang, Kainan University, Taiwan -- Compilation of references -- About the contributors -- Index. |
| SUMMARY | |
| Summary | "This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to advertising, marketing communications, and marketing practitioners to better understand this emerging phenomenon. This book is also useful for researchers who are interested in studying the global impacts of multi-platform media on the advertising/marketing communications industry"-- |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Advertising |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Target marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing |
| General | Social aspects |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Social media |
| ADDED ENTRY | |
| Name | Yang, Kenneth C. C., |
| Role | Edited by |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 669 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 10069 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 12312 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 877 |
| ADDED ENTRY | |
| -- | 15699 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2018-01-21 | Kinokuniya | 659.13 MU LT | T0058455 | 2017-11-21 | 2017-11-21 | REGULAR |