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

• 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)

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...