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 23 chapters. Advances in
Advertising Research are published by European Advertising Academy
(EAA). This volume is a compilation of research presented at the 18th
International Conference in Advertising (ICORIA), which was held in
Krems (Austria) in June 2019. The conference gathered around 150
participants from all over the world.