Advances in Advertising Research (Vol. V)

Extending the Boundaries of Advertising

  • Ivana Bušljeta Banks
  • Patrick De Pelsmacker
  • Shintaro Okazaki

Part of the European Advertising Academy book series (EAA, volume 5)

Table of contents

  1. Front Matter
    Pages i-xi
  2. Part I Advertising Appeals and Processing

  3. Part II Online and Mobile Advertising

    1. Front Matter
      Pages 61-61
    2. Nathalia Purnawirawan, Patrick De Pelsmacker, Nathalie Dens
      Pages 63-74
    3. Martina Čaić, Dominik Mahr, Elizabeth Aguirre, Ko de Ruyter, Martin Wetzels
      Pages 103-111
  4. Part III TV Advertising and Product Placement

    1. Front Matter
      Pages 113-113
    2. Liyong Wang, Carolus L. C. Praet
      Pages 115-128
    3. Yann Verhellen, Nathalie Dens, Patrick De Pelsmacker
      Pages 143-157
  5. Part IV Cultural, Gender, and Age Issues in Advertising

    1. Front Matter
      Pages 159-159
    2. Mahdi Rajabi, Nathalie Dens, Patrick De Pelsmacker
      Pages 177-190
    3. Suzanna J. Opree, Esther Rozendaal
      Pages 191-201
    4. Marie-Selien Fakkert, Hilde A.M. Voorveld, Eva A. van Reijmersdal
      Pages 217-228
  6. Part V Branding Challenges

    1. Front Matter
      Pages 229-229
    2. Don E. Schultz, Martin P. Block
      Pages 245-265
  7. Part VI IMC

    1. Front Matter
      Pages 281-281
    2. Vesna Zabkar, Damijan Mumel, Nina Vanita
      Pages 283-294
    3. Morikazu Hirose, Kei Mineo, Keiya Tabe, Kanji Yanagidate
      Pages 295-306
    4. Leonids Aleksandrovs, Peter Goos, Nathalie Dens, Patrick De Pelsmacker
      Pages 307-319

About this book


Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.


  • Advertising Appeals and Processing
  • Online and Mobile Advertising
  • TV Advertising and Product Placement 
  • Cultural, Gender and Age Issues in Advertising
  • Branding Challenges
  • IMC

Target Groups

Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management

The Editors

Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management.

Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia).

Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.


Consumer Behavior Interactive Advertising International Advertising Mobile Advertising New Advertising Formats New Media

Editors and affiliations

  • Ivana Bušljeta Banks
    • 1
  • Patrick De Pelsmacker
    • 2
  • Shintaro Okazaki
    • 3
  1. 1.Marketing and Communication DepartmentZagreb School of Economics and ManagementZagrebCroatia
  2. 2.Marketing DepartmentUniversity of AntwerpAntwerpBelgium
  3. 3.Depto. Financiacione Fac. de Ciencias Econ. y EmpresarialesUniversidad Autónoma de MadridMadridSpain

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2015
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-08131-7
  • Online ISBN 978-3-658-08132-4
  • Buy this book on publisher's site