[ecrea] Call for Book Chapters - Handbook of Research on Multi-Platform Advertising,Strategies in the Global Marketplace

Proposal Submission Link:
http://www.igi-global.com/publish/call-for-papers/call-details/2053

Call for Chapters: Handbook of Research on Multi-Platform Advertising
Strategies in the Global Marketplace

Editors

Dr. Kenneth C. C. Yang

Department of Communication

The University of Texas at El Paso, USA

Email: (cyang /at/ utep.edu)

Telephone (U.S.A.): 1-915-747-6517

Call for Chapters

Proposals Submission Deadline: February 28, 2016

Full Chapters Due: June 30, 2016

Submission Date: September 30, 2016

Introduction

Multi-platform advertising refers to an emerging practice that employs
"a multitude of combinations of TV spots or sponsorship, online, OOH,
print, radio and so on.” Today, advertisers around the world are also
exploring the impacts of social media as parts of this integrated
approach. Also known as cross-platform advertising, this emerging
practice in the advertising industry is claimed to "generate an average
of 8 percent greater reach, or achieve significantly higher frequency"
when compared with a single platform television campaign. Practitioners
have claimed that a multi-platform advertising campaign can lead to
enhanced audience engagement and reach. However, the study of how
multi-platform advertising practice is used around the world remains to
be an area that has been thoroughly studied and documented to shed
lights on its potential, challenges and opportunities.

Manuscripts are currently being solicited for this handbook that intends
to fill the vacuum in this area. The handbook aims to stimulate research
into this emerging practice in the advertising industry. Contributors
around the world are invited to present country- or region-specific
chapters on issues, theories, and applications related to the emerging
multi-platform advertising.

Objective

The objectives of this handbook aim to provide advertising researchers
and academic librarians a global and updated coverage of these
contemporary developments in the advertising industry. Its publication
will contribute to the research in this emerging area. Its global
coverage will be the main strength of this handbook, given that there
lacks a book dedicated to the applications, theories, and strategies in
multi-platform advertising. This handbook will also help researchers to
understand the international diffusion of these multi-platform
advertising practices in an increasingly globalized economy. The edited
handbook will also contribute to the understanding of how individual
country respond to these emerging advertising practices.

Target Audience

This handbook will be written in a language that will be accessible to
researchers who are interested in any pertinent topics related to
multi-platform advertising around the world. The handbook will also be
useful for researchers who are interested in studying the global impacts
of multi-platform media on the advertising industry.

Recommended Topics

Recommended topics include, but are not limited to the followings:

• What is Multi-Platform Advertising?

• Technological Developments that Contribute to the Popularity of
Multi-Platform Advertising

• Attitudes, Perceptions, and Adopton of Multi-Platform Advertising
among Advertising Professionals

• Opportunities and Challenges Facing Advertising Agencies

• Emerging Regulatory and Ethical Issues Related to Multi-Platform
Advertising

• Measuring the Effectiveness of Multi-Platform Advertising

• Emerging Effectiveness Metrics for Multi-Platform Advertising Campaigns

• Examples of Best Practices in Multi-Platform Advertising Campaigns

• Emerging Research Practices in Multi-Platform Advertising

• Consumer Behavior Research in Multi-Platform Advertising

• Big Data and Predictive Analytics in Multi-Platform Advertising Campaigns

• Theoretical Developments that Explain the Impacts of Multi-Platform
Advertising

The editor also welcome any country- and region-specific contribution
that provides in-depth case study, comparative analysis, and best
practices of multi-platform advertising campaigns in Africa (Nigeria,
South Africa, Egypt, Algeria, Angola, Morocco, etc.), the Americas
(e.g., Argentina, Brazil, Canada, Mexico, the U.S., etc.), the
Asia-Pacific Region (e.g., Australia, China, Japan, Hong-Kong, New
Zealand, Singapore, South Korea, Taiwan, The Philippines, etc.), Europe
(e.g., Denmark, France, Germany, Italy, Russia, Spain, Sweden, U.K.,
etc.), and the Middle East (e.g., Iran, Saudi Arabia, Israel, United
Arab Emirates, Iraq, etc.).

Submission Procedure

Contributors are invited to submit on or before February 28, 2016, a
chapter proposal of 500 to 1,000 words clearly identifying the topic,
and/or the country or region focus of the chapter. Chapter proposals on
all topics related to multi-platform advertising are invited. Proposals
should be submitted through the IGI-Global submission system. Authors
will be notified of the status of their proposal no later March 31,
2016. Once accepted, all submitted chapters must be original, of high
quality and approximately 10,000 words in length at the publication
stage. All submissions will be refereed through a double-blind review
process. Author(s) of the accepted proposal are required to submit their
full chapter no later thanJune 30, 20166 to facilitate the review
process. Submitted chapters should not have been previously published
nor be currently under review for publication at other venues. Chapters
which have been published in conference proceedings or journals may be
submitted to this handbook, only if their contents are substantially
improved and revised from their earlier versions with at least 50% new
material, results, or insights. Acknowledgement of the previously
published work should be included in the chapter. Submissions should
follow the manuscript format guidelines from IGI Global. All authors are
encouraged to visit the IGI Global resource site below before beginning
the writing process:
http://www.igi-global.com/publish/contributor-resources/#books-authors

Publisher

This book is scheduled to be published by IGI Global (formerly Idea
Group Inc.), publisher of the "Information Science Reference" (formerly
Idea Group Reference), "Medical Information Science Reference,"
"Business Science Reference," and "Engineering Science Reference"
imprints. For additional information regarding the publisher, please
visit www.igi-global.com. This publication is anticipated to be released
in 2016.

Important Dates

Chapter Proposal Submission Due:February 28, 20166

Acceptance/Rejection of Chapter Proposal: March 31, 2016

Full Chapter Due: June 30, 2016

Review Feedback Due and Acceptance/Rejection of Full Chapter Submission:
August 30, 2016

Revised Chapter Submission from Chapter Authors: September 30, 2016

Final Acceptance Notifications to Chapter Authors: October 15, 2016

Inquiries

Inquires can be forwarded electronically to:

Dr. Kenneth C. C. Yang

Department of Communication

The University of Texas at El Paso, USA

Email: (cyang /at/ utep.edu)

---------------
ECREA-Mailing list
---------------
This mailing list is a free service offered by Nico Carpentier and ECREA.
--
To subscribe, post or unsubscribe, please visit
http://commlist.org/
--
To contact the mailing list manager:
Email: (nico.carpentier /at/ vub.ac.be)
URL: http://homepages.vub.ac.be/~ncarpent/
--
ECREA - European Communication Research and Education Association
Chauss�de Waterloo 1151, 1180 Uccle, Belgium
Email: (info /at/ ecrea.eu)
URL: http://www.ecrea.eu
---------------