Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was...
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingl...
This book is intended as a guide to the analysis and presentation of experimental results. After presenting basic theoretical concepts, the book describes the methods by which the results can be presented, both numerically and graphically.
This book is intended as a guide to the analysis and presentation of experimental results. After presenting basic theoretical concepts, the book descr...
