Advances in Advertising Research

Advances in Advertising Research

English | 21 Jun. 2012 | ISBN: 3834942901 | 418 Pages | PDF | 2 MB

In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.


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