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Advertising in New Formats and Media: Current Research and Implications for Mark

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PART I: THE CHANGING ADVERTISING UNIVERSE1. Second Screen Advertising: A Typology of Multiscreening - Claire M. Segijn5. Does the Context Really Matter, and for Whom?. Explaining the Effects of Program Liking for an Advertiser Funded Program - Yann Verhellen, Patrick De Pelsmacker and Nathalie Dens14.

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ISBN-13:

9781785603136
Book Title:

Advertising in New Formats and Media
ISBN:

9781785603136

None:

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