| 000 | 02493nam a2200385I 4500 | ||
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| 001 | ovld002108112 | ||
| 003 | UtOrBLW | ||
| 005 | 20210303085008.0 | ||
| 006 | m o d | ||
| 007 | cr un||||||||| | ||
| 008 | 170605s2016 enk ob 001 0 eng d | ||
| 020 | _a9781785603129 (e-book) | ||
| 040 | _aUtOrBLW | ||
| 050 | 4 |
_aHF5826 _b.A38 2016 |
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| 072 | 7 |
_aBUS002000 _2bisacsh |
|
| 072 | 7 |
_aKJSA _2bicssc |
|
| 080 | _a658.8 | ||
| 082 | 0 | 4 |
_a659.111 _223 |
| 245 | 0 | 0 |
_aAdvertising in new formats and media : _bcurrent research and implications for marketers / _cedited by Patrick De Pelsmacker. |
| 264 | 1 | _bEmerald Group Publishing Limited, | |
| 300 | _a1 online resource (412 pages) | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 | _aThe 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 | _aPrint version record | |
| 650 | 0 |
_aAdvertising _xTechnological innovations. |
|
| 650 | 7 |
_aBusiness & Economics _xAdvertising & Promotion. _2bisacsh |
|
| 650 | 7 |
_aAdvertising. _2bicssc |
|
| 700 | 1 |
_aPelsmacker, Patrick de, _d1957- _eeditor. |
|
| 776 | _z9781785603136 | ||
| 856 | 4 | 0 | _uhttps://www.emerald.com/insight/publication/doi/10.1108/9781785603129 |
| 999 |
_c30402 _d30402 |
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