Advertising in new formats and media : current research and implications for marketers

The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are appar...

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Bibliographic Details
Other Authors: Pelsmacker, Patrick de, 1957- (Editor)
Format: eBook
Language: English
Published: Bingley : Emerald Group Publishing Limited, 2016.
Subjects:
reklama a propagace
reklama a propagace > inovace
digitální média
advertising
advertising > innovations
digital media
elektronické knihy
sborníky
electronic books
papers of several authors
ISBN: 9781785603129
Physical Description: 1 online zdroj (412 stran)

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Table of contents

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008 170605s2016 enk fo 001 0 eng d
999 |c 104035  |d 104035 
020 |a 9781785603129  |q (e-book) 
040 |a UtOrBLW  |e rda 
072 7 |a 659  |x Reklama. Public relations. Média  |2 Konspekt  |9 4 
080 |a 659.1  |2 MRF 
080 |a 001.895  |2 MRF 
080 |a 316.774:004.9  |2 MRF 
080 |a (082)   |2 MRF 
080 |a (0.034.2:08)  |2 MRF 
245 0 0 |a Advertising in new formats and media :  |b current research and implications for marketers /  |c edited by Patrick De Pelsmacker. 
264 1 |a Bingley :  |b Emerald Group Publishing Limited,  |c 2016. 
264 4 |c ©2016 
300 |a 1 online zdroj (412 stran) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
504 |a Obsahuje bibliografické odkazy a index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty univerzity 
520 |a The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.- Resumé vydavatel 
650 0 7 |a reklama a propagace  |7 ph116035  |2 czenas 
650 0 7 |a reklama a propagace  |x inovace  |7 ph116035  |2 czenas 
650 0 7 |a digitální média  |7 ph559630  |2 czenas 
650 0 9 |a advertising  |2 eczenas 
650 0 9 |a advertising  |x innovations  |2 eczenas 
650 0 9 |a digital media  |2 eczenas 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 7 |a sborníky  |7 fd163935   |2 czenas 
655 9 |a electronic books  |2 eczenas 
655 9 |a papers of several authors  |2 eczenas 
700 1 |a Pelsmacker, Patrick de,  |d 1957-  |e editor. 
776 |z 9781785603136 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://www.emerald.com/insight/publication/doi/10.1108/9781785603129  |y Plný text 
942 |2 udc 
992 |c EBOOK-TN  |c EMERALD 
993 |x NEPOSILAT  |y EIZ 

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