Publisher's Synopsis
This book contains a fine selection of scientific research about advertising. Based on solid empirical research, each contribution deals with important topics that are highly relevant to both the development of theory and professional advertising practice. Two aspects, crucial in advertising campaigns, form the central focus of the book: the "content" of the advertising message and the "media" through which these messages are brought to public attention. Contributors include established and well-known researchers from Germany, Austria, Italy, the Netherlands, Denmark, Australia, and the United States.
Peter Neijens is professor of communication sciences and director of the Amsterdam School of Communications Research (ASCoR). Constanze Hess now heads the Research and Development Department at the Rheinische Post in Dsseldorf, Germany. Bas van den Putte is a senior associate professor at the Amsterdam School of Communications Research (ASCoR). Edith Smit is a senior associate professor at ASCoR and director of the Foundation for Fundamental Research on Commercial Communication (SWOCC).
