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:
Advertising > Technological innovations.
Business & Economics > Advertising & Promotion.
Advertising.
elektronické knihy
electronic books
ISBN: 9781785603129 (e-book)
Physical Description: 1 online resource (412 pages)

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Table of contents

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008 170605s2016 enk ob 001 0 eng d
020 |a 9781785603129 (e-book) 
040 |a UtOrBLW 
080 |a 658.8 
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 resource (412 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
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. 
588 0 |a Print version record 
650 0 |a Advertising  |x Technological innovations. 
650 7 |a Business & Economics  |x Advertising & Promotion.  |2 bisacsh 
650 7 |a Advertising.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |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://doi.org/10.1108/9781785603129  |y Full text 

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