The book provides an overview of selected research findings on the effects of television advertising. In detail, it presents eight studies on phenomena of television advertising, examining the impact of formats (e.g., special advertising formats, split screen, product placement), design features (e.g., narrativity, ideal images), the influence of the programming environment on advertising effectiveness, and the differentiation performance of viewers. The studies were conducted with the collaboration of Frank Angermann, Thierry Backes, Maria Baum, Belinda Burgmeier, Beatrice Charrier, Tobias Hauptvogel, Andrea Meineke, Birgit Nössing, and Alessia Sinzger. The target audience for the book includes not only communication scientists, media psychologists, and economists but also interested professionals from related disciplines, students from various fields, and advertising professionals who are interested in academic research.