Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative

This volume is a compilation of research presented at the 19th International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2021, covering various aspects of advertising research. It is intended for academic, professional, and student readership.

Format: Hardback
Length: 366 pages
Publication date: 11 April 2023
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

This comprehensive volume is a compilation of cutting-edge research presented at the esteemed 19th International Conference in Advertising (ICORIA), which took place in the vibrant city of Bordeaux, France, in June 2021. Renowned scholars from diverse corners of the world come together to share their profound insights and make significant contributions to the field of advertising research. The primary objective of this publication is to cater to the needs of academicians, professionals, and students alike, fostering a deeper understanding of the ever-evolving world of advertising.

The conference, held under the theme "Unveiling the Future of Advertising," brought together a diverse group of experts, researchers, and industry practitioners from around the globe. The attendees showcased their latest findings, innovative methodologies, and critical perspectives on advertising, marketing, and consumer behavior.

The volume encompasses a wide range of research papers, each exploring different aspects of advertising and its impact on society. The topics covered include advertising strategy, creative execution, media consumption, digital marketing, and advertising ethics. The authors employ rigorous academic methodologies, such as qualitative and quantitative analysis, to provide robust evidence and insights into their findings.

One of the key highlights of this volume is the interdisciplinary nature of the research presented. The scholars draw upon various disciplines, including marketing, communication, psychology, and economics, to unravel the complex dynamics of advertising and its effects on consumers. This cross-disciplinary approach not only enhances the depth of the analysis but also provides a broader perspective on the field.

Another notable aspect of the volume is the practical implications of the research findings. The authors offer valuable recommendations and strategies for practitioners, advertisers, and policymakers to navigate the ever-changing advertising landscape and achieve their marketing objectives effectively. The insights provided can help organizations adapt to the evolving consumer behavior, leverage digital technologies, and develop ethical and sustainable advertising practices.

The editors of this volume have done an exceptional job in curating and organizing the research papers. They have ensured a seamless flow of information, making it easy for readers to grasp the key concepts and findings. Additionally, the inclusion of an extensive bibliography and a comprehensive index further enhance the usefulness of the volume for academic and professional purposes.

In conclusion, this volume serves as a valuable resource for anyone interested in advertising research. It provides a comprehensive overview of the latest developments, trends, and challenges in the field. The contributions made by the esteemed scholars and researchers showcased in this publication contribute to the advancement of advertising knowledge and practice. Whether you are an academician, professional, or student, this volume offers insightful perspectives and practical insights that will enhance your understanding of advertising and its role in shaping our modern world.

Weight: 616g
Dimension: 210 x 148 (mm)
ISBN-13: 9783658404284
Edition number: 1st ed. 2023