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Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network.  .

Advertising -- Research. --- Advertising. --- Economics. --- Commerce --- Business & Economics --- Marketing & Sales --- Advertising --- Communication in marketing. --- Research. --- Advertising research --- Business. --- Marketing. --- Business and Management. --- Marketing --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling

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Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable value for advancing our knowledge.

Commerce --- Business & Economics --- Marketing & Sales --- Advertising --- Research. --- Advertising research --- Business. --- Marketing. --- Business and Management. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing

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This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from Europe, the U.S., Asia and Australia have contributed to the making of this book. This mix of international authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communication. The book includes seven main areas: " Advertising and Communication Effects " Advertising and Information Processing " Communication and Branding " Emotional, Social and Individual Aspects of Communication " Communication and New Media " International Advertising " Perspectives on the Future of International Advertising.

Advertising --- Communication. --- Research. --- Communication, Primitive --- Mass communication --- Sociology --- Advertising research --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing --- #SBIB:309H2800 --- #SBIB:309H252 --- Reclame: algemene werken --- Externe communicatie (incl. public relations)

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Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising.

Advertising. Public relations --- Advertising --- Advertising. --- Social Sciences and Humanities. Communication Studies --- Research. --- Public Relations --- Public Relations. --- -Research --- -Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Research --- E-books --- Ads --- Advertising research --- Publicité

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This title considers the contribution that qualitative market research can make to the development of advertising. It explores the potential contribution made by qualitative research within the specific demands of advertising development, but also reflects on its limitations.

Marketing research -- Methodology. --- Marketing research. --- Qualitative research. --- Commerce --- Business & Economics --- Advertising --- Advertising. --- Qualitative analysis (Research) --- Qualitative methods (Research) --- Market research --- Marketing --- Markets --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Research --- Retail trade --- Research, Industrial --- Business --- Communication in marketing --- Industrial publicity --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Research. --- Advertising research