TY  - BOOK
AU  - Pelsmacker,Patrick de
TI  - Advertising in New Formats and Media: current research and implications for marketers 
SN  - 9781785603136 - hbk
AV  - HF5823 .A16865 2016
U1  - 659.1 
PY  - 2016///
CY  - Bingley, UK,
PB  - Emerald Group Publishing Limited, 
KW  - 1. Advertising
KW  - technological innovations
KW  - 2. Business and Management
N2  - This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: 'The Changing Advertising Universe', 'Advertising in a Digital Connected World' and 'Hidden but Paid for: Branded Content' the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides an overview of insights into modern advertising practice for advertising academics and practitioners alike
ER  -