Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading...

Purpose The purpose of the chapter is to understand advertising attention in new formats. More specifically, it argues that new advertising formats might force advertising practitioners and researchers to reframe the challenges of gaining attention as one of understanding advertising approach...