http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Multi-platform advertising strategies in the global marketplace
Acknowledgment -- Multi-platform advertising in an abundant media ecosystem -- Multi-platform advertising as a global phenomenon / Kenneth C. C. Yang, The University of Texas at El Paso, U.S.A -- Challenges and opportunities for multi-platform advertising practices around the world -- The dark-side of multiplatform advertising in an emerging economy context / Abena Animwaa Yeboah-Banin, University of Ghana, Ghana, Margaret Ivy Amoakohene, University of Ghana, Ghana -- Clients' perception, adoption and level of satisfaction with multi-platform advertising media in Ibadan, South-Western Nigeria / Adekunle Olusola Otunla, University of Ibadan, Nigeria, Oluwatobiloba T. Olatunji, One Media Studio, Nigeria -- Experiences in multiplatform campaigns : similarities between game engagement and advertising engagement in virtual reality / Thaiane Oliveira, Federal Fluminense University, Brazil, Vanissa Wanick, University of Southampton, United Kingdom, Thalyta da Matta, Federal Fluminense University, Brazil -- Mobile devices and advertising : perceptions and opportunities / Patricia Dias, Catholic University of Portugal, Portugal, Inês Teixeira-Botelho, Research Centre in Applied Communication, Arts, Architecture, Culture and New Technologies, Portugal -- Researching multi-platform advertising -- Understanding how Mexican and U.S. consumers decide to use mobile social media : a cross-national qualitative study / Kenneth C. C. Yang, The University of Texas at El Paso, U.S.A -- Applying hybrid interactive rhetoric engagement (H.I.R.E.) concept to study digital game advertising : theoretical and methodological implications / Yowei Kang, Kainan University, Taiwan -- Educating future multiplatform advertising professionals -- A comparative study of digital game curricula in Taiwan and U.S. : implications for educating future multiplatform advertising industry professionals / Yowei Kang, Kainan University, Taiwan -- Compilation of references -- About the contributors -- Index.