New trends in advertising research
Year: 2008
Type: book
Abstract: New Trends in Advertising Research presents a wide spectre recent and works whose aim is to demonstrate how advertising works drawing special attention to the role of culture, the advertising content, new technologies, and the way advertising agencies develop appropriate practices to make advertising campaigns efficient. \n \nThe book has 29 chapters framed in five parts. The first part - How advertising works - presents six studies that show dimensions of messages conception, the organization of motivations, the imply-benefit attributes, and how celebrities can contribute to the effectiveness of messages. The second part discusses effects of Product Placement and Sponsorship. The third part - Advertising & Culture – presents six studies that show the way in which cultures and subcultures may influence advertising and advertising effects. The fourth part on new Technologies of Information and Communication(TIC) includes five studies on new advertising platforms. The last part presents seven studies on Content and Context Factors in Advertising. \n \nThe book addresses itself to the advertising professionals, to advertising communication researchers, as well as to graduate and undergraduate students of advertising and communication, who want to be informed about the last research within these areas.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1599599512