Multi-Platform Advertising


Handbook of Research on Multi-Platform Advertising Strategies in the Global Marketplace, A book to be edited by Kenneth C. C. Yang; Proposal deadline 28 Feb 2016

Proposal Submission Link:

Call for Chapters: Handbook of Research on Multi-Platform Advertising Strategies in the Global Marketplace


Dr. Kenneth C. C. Yang
Department of Communication
The University of Texas at El Paso, USA
Telephone (U.S.A.): 1-915-747-6517

Call for Chapters

  • Proposals Submission Deadline: February 28, 2016
  • Full Chapters Due: June 30, 2016
  • Submission Date: September 30, 2016


Multi-platform advertising refers to an emerging practice that employs "a multitude of combinations of TV spots or sponsorship, online, OOH, print, radio and so on.” Today, advertisers around the world are also exploring the impacts of social media as parts of this integrated approach. Also known as cross-platform advertising, this emerging practice in the advertising industry is claimed to "generate an average of 8 percent greater reach, or achieve significantly higher frequency" when compared with a single platform television campaign. Practitioners have claimed that a multi-platform advertising campaign can lead to enhanced audience engagement and reach. However, the study of how multi-platform advertising practice is used around the world remains to be an area that has been thoroughly studied and documented to shed lights on its potential, challenges and opportunities.

Manuscripts are currently being solicited for this handbook that intends to fill the vacuum in this area. The handbook aims to stimulate research into this emerging practice in the advertising industry. Contributors around the world are invited to present country- or region-specific chapters on issues, theories, and applications related to the emerging multi-platform advertising.


The objectives of this handbook aim to provide advertising researchers and academic librarians a global and updated coverage of these contemporary developments in the advertising industry. Its publication will contribute to the research in this emerging area. Its global coverage will be the main strength of this handbook, given that there lacks a book dedicated to the applications, theories, and strategies in multi-platform advertising. This handbook will also help researchers to understand the international diffusion of these multi-platform advertising practices in an increasingly globalized economy. The edited handbook will also contribute to the understanding of how individual country respond to these emerging advertising practices.

Target Audience

This handbook will be written in a language that will be accessible to researchers who are interested in any pertinent topics related to multi-platform advertising around the world. The handbook will also be useful for researchers who are interested in studying the global impacts of multi-platform media on the advertising industry.

Recommended Topics

Recommended topics include, but are not limited to the followings:

  • What is Multi-Platform Advertising?
  • Technological Developments that Contribute to the Popularity of Multi-Platform Advertising
  • Attitudes, Perceptions, and Adopton of Multi-Platform Advertising among Advertising Professionals
  • Opportunities and Challenges Facing Advertising Agencies
  • Emerging Regulatory and Ethical Issues Related to Multi-Platform Advertising
  • Measuring the Effectiveness of Multi-Platform Advertising
  • Emerging Effectiveness Metrics for Multi-Platform Advertising Campaigns
  • Examples of Best Practices in Multi-Platform Advertising Campaigns
  • Emerging Research Practices in Multi-Platform Advertising
  • Consumer Behavior Research in Multi-Platform Advertising
  • Big Data and Predictive Analytics in Multi-Platform Advertising Campaigns
  • Theoretical Developments that Explain the Impacts of Multi-Platform Advertising

The editor also welcome any country- and region-specific contribution that provides in-depth case study, comparative analysis, and best practices of multi-platform advertising campaigns in Africa (Nigeria, South Africa, Egypt, Algeria, Angola, Morocco, etc.), the Americas (e.g., Argentina, Brazil, Canada, Mexico, the U.S., etc.), the Asia-Pacific Region (e.g., Australia, China, Japan, Hong-Kong, New Zealand, Singapore, South Korea, Taiwan, The Philippines, etc.), Europe (e.g., Denmark, France, Germany, Italy, Russia, Spain, Sweden, U.K., etc.), and the Middle East (e.g., Iran, Saudi Arabia, Israel, United Arab Emirates, Iraq, etc.).

Submission Procedure

Contributors are invited to submit on or before February 28, 2016, a chapter proposal of 500 to 1,000 words clearly identifying the topic, and/or the country or region focus of the chapter. Chapter proposals on all topics related to multi-platform advertising are invited. Proposals should be submitted through the IGI-Global submission system. Authors will be notified of the status of their proposal no later March 31, 2016. Once accepted, all submitted chapters must be original, of high quality and approximately 10,000 words in length at the publication stage. All submissions will be refereed through a double-blind review process. Author(s) of the accepted proposal are required to submit their full chapter no later thanJune 30, 20166 to facilitate the review process. Submitted chapters should not have been previously published nor be currently under review for publication at other venues. Chapters which have been published in conference proceedings or journals may be submitted to this handbook, only if their contents are substantially improved and revised from their earlier versions with at least 50% new material, results, or insights. Acknowledgement of the previously published work should be included in the chapter. Submissions should follow the manuscript format guidelines from IGI Global. All authors are encouraged to visit the IGI Global resource site below before beginning the writing process:


This book is scheduled to be published by IGI Global (formerly Idea Group Inc.), publisher of the "Information Science Reference" (formerly Idea Group Reference), "Medical Information Science Reference," "Business Science Reference," and "Engineering Science Reference" imprints. For additional information regarding the publisher, please visit This publication is anticipated to be released in 2016.

Important Dates

  • Chapter Proposal Submission Due: February 28, 2016
  • Acceptance/Rejection of Chapter Proposal: March 31, 2016
  • Full Chapter Due: June 30, 2016
  • Review Feedback Due and Acceptance/Rejection of Full Chapter Submission: August 30, 2016
  • Revised Chapter Submission from Chapter Authors: September 30, 2016
  • Final Acceptance Notifications to Chapter Authors: October 15, 2016


Inquires can be forwarded electronically to:

Dr. Kenneth C. C. Yang
Department of Communication
The University of Texas at El Paso, USA
Telephone (U.S.A.): 1-915-747-6517
Propose a chapter for this book