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

• Other Authors: Pelsmacker, Patrick de, 1957- (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley : Emerald Group Publishing Limited, 2016.
• Subjects: Advertising > Technological innovations.; elektronické knihy; electronic books
• ISBN: 9781785603129
• DOI: 10.1108/9781785603129
• Physical Description: 1 online resource (412 pages)

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...