Multi-Platform Advertising Strategies in the Global Marketplace

Multi-Platform Advertising Strategies in the Global Marketplace

Kenneth C. C. Yang (The University of Texas at El Paso, USA)
Release Date: December, 2017|Copyright: © 2018 |Pages: 377
ISBN13: 9781522531142|ISBN10: 1522531149|EISBN13: 9781522531159|DOI: 10.4018/978-1-5225-3114-2


In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach.

Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Advertising
  • Big Data
  • Consumer Behavior
  • Cross-Media
  • Cross-Platform Advertising
  • Digital Marketing
  • Multi-Platform Advertising
  • Social Media
  • Storytelling
  • Virtual Reality

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Kenneth Yang is a Professor at the Department of Communication. His research focuses on new media and advertising, consumer behavior in East Asia, impacts of new media in Asia.