Advances in Advertising Research VIII : challenges in an sge of dis-engagement

• Corporate Authors: International Conference on Research in Advertising University of Ljubljana), European Advertising Academy.
• Other Authors: Zabkar, Vesna., Eisend, Martin.
• Format: eBook
• Language: English
• Published: Wiesbaden, Germany : Springer Gabler, [2017]
• Series: Research (Wiesbaden, Germany)
• Subjects: Advertising > Research > Congresses.; elektronické knihy; electronic books
• ISBN: 9783658187316; 9783658187309
• Physical Description: 1 online resource : illustrations
• Item Description: "European Advertising Academy."; Ljubljana, the European Green Capital 2016, was the venue for the 15th ICORIA conference, hosted by the University of Ljubljana, aculty of Economics, in June/July, 2016.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents. Contents Advertising Media, Content, Audiences Advertising Processing and Reception Online Advertising and Communication Advertising Effectiveness Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Vesna Zabkar, Ph. D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.