Multi-platform advertising strategies in the global marketplace 
 Multi platform advertising strategies in the global marketplace 
Edited by Kenneth C.C. Yang 
 - Hershey :  IGI global,  c2018. 
 - xxviii, 377 p. :  ill. ;  27 cm. 
 - A volume in the advances in marketing, customer relationship management, and e-services .
<br/><br/>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. 
<br/><br/> "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"-- 
<br/><br/><label>ISBN: </label>9781522531142 
<br/><br/><label>LCCN: </label>2017014580 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Target marketing<br/>Marketing--Social aspects<br/>Social media
<br/><br/><label>Dewey Class. No.: </label>659.13 MU LT