This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Contents

• Digital Communications and Multiple Touchpoints
• Creativity in Advertising

• Consumer Responses to Multiple Communications

  Target Groups

  Researchers, instructors, and students in thefields of advertising, communication, marketing and media management, as well as practitioners in these areas

  The Editors

  Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.

  Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

Autorentext

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.

Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

Inhalt

Digital Communications and Multiple Touchpoints.- Creativity in Advertising.- Consumer Responses to Multiple Communications.