The ever-increasing flood of information meets the limited absorption and processing capacities of consumers. Advertising companies and their agencies must communicate their messages in the 21st century in such a way that consumers perceive and appreciate them despite their growing defensive attitudes. Creative advertisers are constantly seeking new ways to direct the scarce resource of attention towards their messages. The anthology edited by Carsten Rennhak is aimed at students and researchers from all disciplines who are engaged in modern communication policy. Practitioners in the field of marketing, who plan and design communication campaigns and want to explore new paths, will receive valuable insights. The selection of contributions reflects the complexity and multifaceted nature of the challenges in corporate communication in the 21st century.