Advances in Advertising Research (Vol. VI)

Know about the book -

Advances in Advertising Research (Vol. VI) is written by Peeter Verlegh and published by Springer. It's available with International Standard Book Number or ISBN identification 3658105585 (ISBN 10) and 9783658105587 (ISBN 13).

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.