Advances in Advertising Research (Vol. VII): Bridging the by George Christodoulides, Anastasia Stathopoulou, Martin

By George Christodoulides, Anastasia Stathopoulou, Martin Eisend

Concentrating on a number ads codecs, this booklet offers overseas state of the art examine inter alia at the quick evolving and more and more advanced ads panorama that increases a few demanding situations for advertisers. additional examine is required to steer offerings concerning advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in ads learn are released via the eu advertisements Academy (EAA). This quantity is a selective selection of study provided on the 14th overseas convention in advertisements (ICORIA), which was once held in London (UK) in July 2015. The convention amassed greater than a hundred and fifty members from numerous international locations from approximately all continents, together with Europe, North and South the USA, Asia, and Australia.

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Extra info for Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice (European Advertising Academy)

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24, 9, 683-695. McKinsey Global Institute (2012), The social economy. 2015. Ogawa, S. and Piller, F. (2006), “Reducing the risks of new product development,” in: MIT Sloan Management Review, Vol. 47, 2, 65-72. , Vossen, A. and Ihl, C. (2012), “From social media to social product development: The impact of social media on co-creation of innovation,” in: Die Unternehmung, Vol. 66, 1, 7-27. , Ihl, C. and Vossen, A. (2011),”Customer co-creation: Open innovation with customers,” in: Wittke, V. and Hanekop, H.

Barrutia, and Carmen Echebarria 1 Introduction Online social networking sites (SNS) such as Facebook or Twitter provide advertiser with new channels to contact and interact with potential target groups. , 2010; Rowley, 2009). The interactivity between consumers and the brand is based on playful experiences, entertainment, information and active participation. Consumers can dialogue with the brand, share their opinions, and receive information on new products or promotion campaigns (Othman-Yousif, 2012).

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