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Product Review – Advances in Advertising Research X: Multiple Touchpoints in Brand Communication

Overview

Advances in Advertising Research X: Multiple Touchpoints in Brand Communication is a comprehensive and insightful book published by the European Advertising Academy. This book delves into the emerging field of brand communication through multiple touchpoints, providing invaluable knowledge and perspectives for marketers and researchers alike.

Contents

The book is divided into several sections, each exploring various aspects of multiple touchpoints in brand communication. The authors skillfully present cutting-edge research findings, theoretical frameworks, and practical implications related to this evolving field. The content is well-structured and easy to follow, allowing readers to gain a holistic understanding of the subject matter.

Highlights

One of the standout features of this book is the inclusion of numerous case studies and real-world examples that illustrate the concepts discussed. This makes the content more engaging and helps readers grasp the practical applications of the research. The authors also provide thought-provoking insights into the challenges and opportunities that arise in leveraging multi-touchpoint brand communication strategies.

Conclusion

Advances in Advertising Research X: Multiple Touchpoints in Brand Communication is an indispensable resource for anyone involved in the field of advertising and marketing. The book offers valuable insights, practical advice, and groundbreaking research on the topic of brand communication through multiple touchpoints. Whether you are an industry professional or an academic researcher, this book will undoubtedly enhance your understanding and provide valuable guidance for implementing effective multi-touchpoint communication strategies.

FAQs

Q: Is this book suitable for beginners with no prior knowledge in advertising research?

A: While the book does cover advanced topics, it is still accessible to beginners as well. The authors provide clear explanations and examples to help readers understand the concepts discussed.

Q: Can I apply the insights from this book to different industries?

A: Absolutely! The principles and frameworks presented in the book are applicable across various industries. The case studies cover a range of sectors, making the knowledge easily transferable.

Q: Are the research findings up-to-date?

A: Yes, the book includes the latest research findings and explores emerging trends in multi-touchpoint brand communication. It offers a comprehensive overview of the current state of the field.

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

ASIN ‏ : ‎ B07YRLDKZ7
Publisher ‏ : ‎ Springer Gabler; 1st ed. 2019 edition (5 Oct. 2019)
Language ‏ : ‎ English
File size ‏ : ‎ 12203 KB
Text-to-Speech ‏ : ‎ Not enabled
Enhanced typesetting ‏ : ‎ Not Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Not Enabled
Sticky notes ‏ : ‎ Not Enabled
Print length ‏ : ‎ 251 pages

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