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To celebrate the 270th anniversary of the De Gruyter publishing house, the company is providing permanent open access to 270 selected treasures from the De Gruyter Book Archive. Titles will be made available to anyone, anywhere at any time that might be interested. The DGBA project seeks to digitize the entire backlist of titles published since 1749 to ensure that future generations have digital access to the high-quality primary sources that De Gruyter has published over the centuries.

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The contributors to this volume are a mixture of academics and professionals from around the world. They address agency operation, creativity, media planning, operations and speciality advertising.

Advertising. Public relations --- #SBIB:309H2800 --- #SBIB:AANKOOP --- Reclame: algemene werken --- Advertising --- Advertising. --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- E-books --- Publicité

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Advertising --- Dictionaries --- French --- Publicité --- Glossaires et lexiques --- -woordenschat --- reclame --- Frans --- fran 844 --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- -French --- Frans - idioom, woordenschatverrijking --- Reclame --- woordenboeken --- woordenboeken. --- woordenschat --- Dictionaries&delete& --- Glossaires et lexiques. --- Advertising - Dictionaries - French

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Advertising --- Industrial marketing --- Marketing industriel --- Publicité --- Advertising. --- Industrial marketing. --- B2B marketing (Business to business marketing) --- Business to business marketing --- Business-to-business selling --- Industrial equipment --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Marketing --- Retail trade --- Business --- Communication in marketing --- Industrial publicity --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling

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This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).

Marketing & Sales --- Advertising --- Commerce --- Business & Economics --- Advertising. --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Retail trade --- Business --- Communication in marketing --- Industrial publicity --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Industrial management --- Aftermarkets --- Marketing