Advances in Advertising Research (Vol. XI): Designing and Communicating Experience

This book provides insights into the challenges of advertising research, including ad content and execution, media placement, and online and social media. It is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), held in Krems (Austria) in June 2019, with contributions from renowned scholars from around the globe.

Format: Paperback / softback
Length: 355 pages
Publication date: 03 September 2022
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

This book delves into the captivating and diverse realm of advertising research, grappling with a multitude of challenges related to ad content and execution, media placement, and the ever-evolving landscape of online and social media. Renowned scholars from across the globe contribute cutting-edge research on these pressing issues, spanning 23 chapters. Advances in Advertising Research is an esteemed publication brought to you by the European Advertising Academy (EAA). This volume serves as a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which took place in the picturesque city of Krems (Austria) in June 2019. The conference brought together a vibrant gathering of around 150 participants from diverse corners of the world.

Advertising research encompasses a wide range of topics, including the impact of ad content on consumer behavior, the effectiveness of different advertising formats, and the strategic placement of advertisements in media outlets. It also explores the evolving landscape of online and social media, examining how these platforms are shaping the way advertisements are created, distributed, and consumed.

The book features contributions from esteemed scholars from various countries, each bringing their unique perspectives and expertise to the table. The chapters are organized into four sections, covering different aspects of advertising research. The first section explores the theoretical foundations of advertising research, discussing key concepts, models, and methodologies employed in the field. The second section focuses on specific advertising formats, such as digital advertising, classic advertising, subtle advertising, and alternative advertising. Each section provides an in-depth analysis of the challenges and opportunities associated with these formats, as well as the latest research findings and insights.

The third section explores the media placement of advertisements, examining the factors that influence the effectiveness of ad placements in print, television, radio, and online media. The authors discuss the role of media selection, timing, and context in shaping consumer perception and response to advertisements. The fourth section examines the impact of advertising on society and culture, exploring the ethical considerations, social implications, and cultural influences of advertising.

One of the key strengths of this book is its interdisciplinary approach, drawing on insights from marketing, psychology, communication, and other related fields. The authors employ a variety of research methodologies, including surveys, experiments, case studies, and qualitative analysis, to provide robust and comprehensive evidence for their arguments.

Another notable feature of the book is its international perspective, with contributions from scholars from Europe, North America, Asia, and Africa. This diversity of perspectives and experiences adds depth and richness to the discussions, ensuring that the book appeals to a wide audience.

In conclusion, this book provides a comprehensive and insightful exploration of the field of advertising research, offering valuable insights into the challenges and opportunities faced by advertisers and researchers alike. It is a must-read for anyone interested in advertising, marketing, or consumer behavior, and will undoubtedly inspire and inform future research in this area.

Weight: 476g
Dimension: 210 x 148 (mm)
ISBN-13: 9783658322038
Edition number: 1st ed. 2021