This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: 'The Changing Advertising Universe', 'Advertising in a Digital Connected World' and 'Hidden but Paid...

This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles over (or alongside) more traditional ones, how it can...

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising...

Editor's preface / Gabriele Siegert, M. Bjørn von Rimscha, and Stephanie Grubenmann -- Information and disinformation about advertising / Kati Förster and Ulli Weish -- Information and disinformation through advertising / Roland Mangold -- Information about users / Andrew McStay -- Inclusion...