000			03235cam a22002538i 4500
999			_c33043 _d33043
001			19701466
010			_a 2017014580
020			_a9781522531142
040			_aUOWD
082	0	0	_a659.13 MU LT
245	0	0	_aMulti-platform advertising strategies in the global marketplace _cEdited by Kenneth C.C. Yang
246			_aMulti platform advertising strategies in the global marketplace
260			_aHershey : _bIGI global, _cc2018.
300			_axxviii, 377 p. : _bill. ; _c27 cm.
490			_aA volume in the advances in marketing, customer relationship management, and e-services
505	0		_aAcknowledgment -- 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.
520			_a"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"--
650		0	_aAdvertising _9669
650		0	_aTarget marketing _910069
650		0	_aMarketing _xSocial aspects _912312
650		0	_aSocial media _9877
700	1		_aYang, Kenneth C. C., _eEdited by _915699
942			_cREGULAR