Advances in Advertising Research (Vol. VI)

The Digital, the Classic, the Subtle, and the Alternative

  • Peeter Verlegh
  • Hilde Voorveld
  • Martin Eisend

Part of the European Advertising Academy book series (EAA)

Table of contents

  1. Front Matter
    Pages I-XII
  2. Part I. The Digital: Advertising in Online and Social Media

    1. Front Matter
      Pages 13-13
    2. Leonidas Ηatzithomas, Christina Boutsouki, Vassilis Pigadas, Yorgos Zotos
      Pages 11-24
    3. Mark Kilgour, Sheila Sasser, Roy Larke
      Pages 25-36
    4. Chong Oh, Sheila Sasser, Chelsea Lockwood-White, Soliman Almahmoud
      Pages 37-50
    5. Sabrina M. Hegner, Daniël C. Kusse, Ad T. H. Pruyn
      Pages 63-73
    6. Heike Kniesel, Martin K. J. Waiguny, Sandra Diehl
      Pages 85-98
  3. Part II. The Classic: Advertising Strategies for Print, TV and Radio

About this book


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 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.


  • Advertising in Online and Social Media
  • Advertising Strategies for Print, TV, and Radio
  • Mixing Advertising and Content
  • Advertising on Products, Floors, and Carts

Target Groups

  • Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management

The Editors

Peeter Verlegh is Professor of Marketing at the VU University Amsterdam.

Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).


Branding Communication Marketing Media Social Media

Editors and affiliations

  • Peeter Verlegh
    • 1
  • Hilde Voorveld
    • 2
  • Martin Eisend
    • 3
  1. 1.Department of MarketingVrije UniversiteitAmsterdamThe Netherlands
  2. 2.ASCoRUniversity of AmsterdamAmsterdamThe Netherlands
  3. 3.Lehrstuhl für BWL, insb. Internationales MarketingEuropa-Universität ViadrinaFrankfurt (Oder)Germany

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2016
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-10557-0
  • Online ISBN 978-3-658-10558-7
  • About this book
Industry Sectors
Chemical Manufacturing
Consumer Packaged Goods