Commercial Communication in the Digital Age

In today-s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, consumers have more possibilities to -cocreate- than ever before. But will there be a time when advertisers and consumers have equal power? The volume discusses this questionand related issues.

Gabriele Siegert und Stephanie Grubenmann, Universität Zürich, Schweiz, M. Bjørn von Rimscha, Universität Mainz.