Multi-platform advertising strategies in the global marketplace / Kenneth C.C. Yang, editor.

Format:

Book

Contributor:

Yang, Kenneth C. C., editor.

Series:

Advabces in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, 2327-5502

Language:

English

Subjects (All):

Advertising.

Target marketing.

Marketing--Social aspects.

Marketing.

Social media.

Physical Description:

25 PDFs (xxviii, 377 pages)

Place of Publication:

Hershey, Pennsylvania : IGI Global, 2018.

System Details:

Mode of access: World Wide Web.

Summary:

"This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to advertising, marketing communications, and marketing practitioners to better understand this emerging phenomenon. This book is also useful for researchers who are interested in studying the global impacts of multi-platform media on the advertising/marketing communications industry"-- Provided by publisher.

Contents:

Section 1. Multi-platform advertising in an abundant media ecosystem. Chapter 1. Multi-platform advertising as a global phenomenon

Section 2. Challenges and opportunities for multi-platform advertising practices around the world. Chapter 2. The dark side of multi-platform advertising in an emerging economy context ; Chapter 3. Clients' perception, extent of adoption, and level of satisfaction with Multi-Platform Advertising Media Strategies (MuPAMS): among business organisations in Ibadan, south-western Nigeria ; Chapter 4. Experiences in multi-platform campaigns: similarities between game engagement and advertising engagement in virtual reality ; Chapter 5. Mobile devices and advertising: perceptions and opportunities ; Chapter 6. Storytelling in cross-media advertising

Section 3. Researching multi-platform advertising. Chapter 7. Understanding how Mexican and U.S. consumers decide to use mobile social media: a cross-national qualitative study ; Chapter 8. Applying Hybrid Interactive Rhetoric Engagement (H.I.R.E.) concept to study digital game advertising: theoretical and methodological implications ; Chapter 9. Attribution modeling in online advertising ; Chapter 10. Differences across device usage in search engine advertising

Section 4. Educating future multi-platform advertising professionals to develop cutting-edging multi-platform advertising campaigns. Chapter 11. A comparative study of digital game curricula in Taiwan and United States: implications for educating future multi-platform advertising industry ; Chapter 12. Emerging agencies and best practices for multi-platform advertising.

Notes:

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781522531159

OCLC:

1012191470