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ISBN: 9781785603136 Year: 2016 Publisher: Bingley Emerald
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ISBN: 9781802200904 9781802200881 9781802200898 Year: 2022 Publisher: Cheltenham Edward Elgar Publishing
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"Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organisations? And what are the implications of the offline-online shift? Key features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analysing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns"--
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Year: 1988 Publisher: Antwerpen
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Year: 1988 Publisher: Antwerpen
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Year: 1984 Publisher: Antwerpen RUCA
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Microeconomics --- Economic structure --- Belgium
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Year: 1986 Publisher: Antwerpen
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ISBN: 9789044123876 Year: 2009 Publisher: Antwerpen Garant
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In the first part, important aspects of advertising messages that influence advertising effectiveness are discussed, with contributions on advertising strategies and branding, advertising creativity, emotional and informational advertising strategies, effective arguments in advertising and the use of celebrity endorsers. In the medium part, a number of studies on advertising in new media such as internet advertising, advertising in computer games (advergames), and the usage of new media by different target groups, are collected. In the final part on context, the contributions elaborate among others on product placement, the impact of cultural differences on advertising effectiveness, how men and women differ in their reactions to advertising, the connection between advertising and human values, and advertising aimed at children. This book compiles the best research reports presented at the 7th ICORIA - International Conference on Research in Advertising - conference, organized by the European Advertising Academy (E.A.A.).
Adverteren. --- Reclame en media. --- Reclame. --- #SBIB:309H2800 --- #KVHA:Meertalige communicatie --- #KVHA:Taalkunde --- 659 --- 369.4 --- merken --- reclame --- 659.1 --- onderzoeksrapporten --- Reclame: algemene werken --- Reclame. Public relations --- Publiciteit, reclame, adverteren --- Reclame --- Reclame-onderzoek --- Reclame-effectiviteit --- Internet --- Televisiereclame --- Branding --- Product placement --- Productplacement
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