Advances in Advertising Research (Vol. XI): Designing and Communicating Experience by Martin K.J. Waiguny
English | PDF,EPUB | 021 | 349 Pages | ISBN : 3658322004 | 18.4 MB
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 23 chapters.