This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.
Product Placement and Gaming; Social Issues and Advertising; Generation; Social Interaction and Advertising; Organization, Publicity and Reputation; Branding; Media and Agency; Advertising Content, Appeals and Execution
