Advertising in New Formats and Media

Current Research and Implications for Marketers

The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice.

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  • Patrick De Pelsmacker


Part I The Changing Advertising Universe Part II Advertising in a Digital Connected World Part III Hidden but Paid for: Branded Content