rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Multi-platform advertising strategies in the global marketplace
  name:
    name part: Yang, Kenneth C. C.
    role:
      role term: editor.
  name:
    name part: IGI Global Online
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: pau
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  table of contents: 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.
  note: Kenneth C.C. Yang, editor.
  note: Electronic resource.
  subject:
    topic: Advertising
  subject:
    topic: Marketing
    topic: Social aspects
  subject:
    topic: Social media
  subject:
    topic: Target marketing
  classification: HF5804 .M85 2017
  classification: 659.13
  related item:
    identifier: (DLC) 2017014580
  identifier: 1522531157 (electronic bk.)
  identifier: 9781522531159 (electronic bk.)
  identifier: 1522531149 (hardcover)
  identifier: 9781522531142 (hardcover)
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: NhCcYBP
    record creation date: 171206
    record change date: 20210728130426.0
    record identifier: in00003908820