Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

This book is intended as a guide to the analysis and presentation of experimental results. It develops various techniques for the numerical processing of experimental data, using basic statistical methods and the theory of errors. After presenting basic theoretical concepts, the book describes the methods by which the results can be presented, both numerically and graphically. The book is divided into three parts, of roughly equal length, addressing the theory, the analysis of data, and the presentation of results. Examples are given and problems are solved using the Excel, Origin, Python and R software packages. In addition, programs in all four languages are made available to readers, allowing them to use them in analyzing and presenting the results of their own experiments. Subjects are treated at a level appropriate for undergraduate students in the natural sciences, but this book should also appeal to anyone whose work involves dealing with experimental results.