This book contains a fine selection of scientific research about advertising.Based on solid empirical research each contribution deals with importanttopics that... » 

This book contains a fine selection of scientific research about advertising.Based on solid empirical research each contribution deals with importanttopics that are highly relevant to both the development of theory andprofessional advertising practice. Two aspects crucial in advertisingcampaigns form the central focus of the book the content of the advertisingmessage and the media through which these messages are brought to publicattention. Contributors include established and wellknown researchers fromGermany Austria Italy the Netherlands Denmark Australia and the UnitedStates. «