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Author:   Patrick Pelsmacker (University of Antwerp, Belgium)
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Group Publishing Limited
Dimensions:   Width: 15.20cm , Height: 2.80cm , Length: 22.90cm
Weight:   0.748kg
ISBN:  

9781785603136

ISBN 10:   1785603132
Pages:   432
Publication Date:   06 April 2016
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Reviews

The new media landscape characterized by digitization, interactivity, connectivity, mobility, ubiquity, multitasking, convergence, fragmentation, and integration of editorial and commercial content has disrupted traditional advertising. This book studies how these developments enable and change interactions between brands and consumers and their consequences for consumer decision-making. Who else but Patrick De Pelsmacker would be able to bring together such a distinguished selection of authors and get the best out of them? A must read for academics and practitioners! (Peter C. Neijens, Amsterdam School of Communication Research, University of Amsterdam, Netherlands) -------- A comprehensive volume on new media that allows for a holistic understanding of how new media has changed the advertising world and where it is going from here. Patrick De Pelsmacker has masterfully assembled a team of leading thinkers in key areas related to new media-everything from new forms of television advertising and second screen viewing to social media advertising and advergames. This volume should be read both by those seeking to update themselves on new developments as well as researchers looking at new trends and ideas. (Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova School of Business, USA) -------- Advertising in New Formats and Media covers a wealth of new insights on interactive, digital and mobile communications. De Pelsmacker assembled a state-of-the art view on new formats such as branded content, native advertising and viral marketing based on the collective wisdom of first class academic thinkers around the globe. His book is highly recommended for both academics and practitioners. (Joeri Van den Bergh, author of How Cool Brands Stay Hot and co-founder of InSites Consulting) -------- This book eloquently captures the entire spectrum of advertising in new formats and media. It offers an insightful and stimulating view into the future of advertising. The contributors present the latest thinking in the field. A more than welcome contribution! (Martin Eisend, Professor of Marketing, European University Viadrina, Frankfurt/Oder, Germany)

Patrick De Pelsmacker presents readers with a comprehensive examination of the new media landscape and the changes that have come to advertising with the emergence of digital and other new formats in media. The editor has organized the seventeen selections that make up the main body of the text in three parts devoted to the changing universe of advertising, advertising in a digitally connected world, and the hidden but paid for world of branded content and content marketing. De Pelsmacker is a faculty member of the University of Antwerp in Belgium. Distributed in North America by Turpin Distribution. -- Annotation * (protoview.com) *

Patrick De Pelsmacker presents readers with a comprehensive examination of the new media landscape and the changes that have come to advertising with the emergence of digital and other new formats in media. The editor has organized the seventeen selections that make up the main body of the text in three parts devoted to the changing universe of advertising, advertising in a digitally connected world, and the hidden but paid for world of branded content and content marketing. De Pelsmacker is a faculty member of the University of Antwerp in Belgium. Distributed in North America by Turpin Distribution. -- Annotation (protoview.com)

Author Information

Edited by Patrick De Pelsmacker, University of Antwerp, Antwerp, Belgium

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