Advances in Advertising Research VIII

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This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents. Contents       Advertising Media, Content, Audiences      Advertising Processing and Reception      Online Advertising and Communication      Advertising Effectiveness  Target GroupsResearchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The EditorsVesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.   Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.