Advances in Advertising Research (Vol. 1) Cutting Edge International Research [Hardcover]

The goal of the book is to advance more systematic research in the fields of advertising and communication form an international perspective. Renowned communication researchers from around the globe have contributed to the making of this book.Strategic Issues in Advertising, Branding and Communication; Advertising and Communication Content; Advertising and Computer Games (Advergames); Advertising, Branding and Communication on the Internet; Gender and Advertising, Branding and Communication; Media Placement, Brand Placement, Public Relations and Viral Marketing [...] dieses Herausgeberwerk [leistet] aufgrund seiner inhaltlichen Breite und den innovativen Beitr?gen einen wertvollen Impuls f?r die Kommunikations- und Markenforschung. transfer - Werbeforschung & Praxis, 4-2010Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria.
Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria.
Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.
Research on advertising, branding and communication from an international perspective is essential in the face of the growing globalisation of markets, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for communication purposes, among them, advergames, mobile marketing and viral marketing. The goal of this book is to advance more systematic research in these fields from an international orientation. Renowned communication researchers from around the globe have contributed to the making of this book.Research on advertising, bral