Advances in Advertising Research X

1. Consumer Responses to Multiple Communications

   1. TV Advertising Reach: Model for Effective Scheduling

      • Vladislav Bína, Daria Gunina, Tomáš Kincl

      Pages 215-228

   2. Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising

      • Kristina Auxtova

      Pages 229-240

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

• Advertising
• Online Communication
• Social Media
• Brand
• Touchpoints

• University of Valencia, Valencia, Spain

  Enrique Bigne

• Center for Retailing, Stockholm School of Economics, Stockholm, Sweden

  Sara Rosengren

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.

Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

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