Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on … the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers … effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective …

"In recent years, branded content and entertainment has become standard practice for brands, advertising agencies, and … have led to exponential growth and the adaptation of creative advertising processes in the creation of branded content. The … book debates the suitability and acceptability of branded entertainment as an advertising practice, the different degrees …