Advances in Advertising Research (Vol. VI)

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.ContentsAdvertising in Online and Social MediaAdvertising Strategies for Print, TV, and RadioMixing Advertising and ContentAdvertising on Products, Floors, and CartsTarget GroupsResearchers, students, and practitioners in the fields of advertising, communication, marketing, and media managementThe EditorsPeeter Verlegh is Professor of Marketing at the VU University Amsterdam.Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam.Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).