Advances in Advertising Research (Vol. 1)

Cutting Edge International Research

  • Editors
  • Ralf Terlutter
  • Sandra Diehl
  • Shintaro Okazaki

Table of contents

  1. Front Matter
    Pages I-XII
  2. Strategic Issues in Advertising, Branding and Communication

  3. Advertising and Communication Content

    1. Front Matter
      Pages 75-75
    2. Rainer Elste, Franz-Rudolf Esch, Alexander Kulikov
      Pages 77-96
    3. Mark F. Zander, Vanessa Apaolaza-Ibáñez, Patrick Hartmann
      Pages 127-140
  4. Advertising and Computer Games

    1. Front Matter
      Pages 157-157
    2. Gunnar Mau, Günter Silberer, Janin Gödecke
      Pages 159-170
    3. Ivar Vermeulen, Enny Das, Rolien Duiven, Anika Batenburg, Camiel Beukeboom, Johan F. Hoorn et al.
      Pages 199-213
  5. Advertising, Branding and Communication on the Internet

    1. Front Matter
      Pages 215-215
    2. Hilde A.M. Voorveld, Peter C. Neijens, Edith G. Smit
      Pages 217-233
    3. Daan G. Muntinga, Marjolein Moorman, Edith G. Smit
      Pages 235-247
    4. Guda van Noort
      Pages 249-265
    5. Sonja Grabner-Kräuter, Robert Breitenecker
      Pages 267-282
  6. Gender and Advertising, Branding and Communication

  7. Media Placement, Brand Placement, Public Relations and Viral Marketing

    1. Front Matter
      Pages 331-331
    2. Edward C. Malthouse, Bobby J. Calder
      Pages 333-345
    3. Thomas Brudermann, Thomas Fenzl
      Pages 397-412

About this book


Research on advertising, branding and communication from an international perspective is essential in the face of the growing globalisation of markets, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for communication purposes, among them, advergames, mobile marketing and viral marketing. The goal of this book is to advance more systematic research in these fields from an international orientation. Renowned communication researchers from around the globe have contributed to the making of this book.


Advergames Branding Communication Gender International Advertising Kommunikation Marketing Public Relations Virales Marketing Werbung

Bibliographic information

Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods
Materials & Steel
Finance, Business & Banking