2010

Advances in Advertising Research (Vol. 1)

Cutting Edge International Research

Editors:

ISBN: 978-3-8349-2111-6 (Print) 978-3-8349-6006-1 (Online)

Table of contents (26 chapters)

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  1. Front Matter

    Pages I-XII

  2. Strategic Issues in Advertising, Branding and Communication

    1. Front Matter

      Pages 1-1

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      Book Chapter

      Pages 3-20

      Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency

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      Pages 21-36

      Evaluation and Feedback Effects of Limited Editions in FMCG Categories

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      Pages 37-46

      How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View

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      Pages 47-57

      A Call for a Broader Range of Dependent Variables in Advertising Research

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      Book Chapter

      Pages 59-74

      The Passive Shopping Stage: Keeping in Mind Brand Encounters

  3. Advertising and Communication Content

    1. Front Matter

      Pages 75-75

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      Book Chapter

      Pages 77-96

      Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation

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      Pages 97-109

      Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness

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      Pages 111-125

      Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication

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      Pages 127-140

      Music in Advertising: Effects on Brand and Endorser Perception

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      Pages 141-155

      An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion

  4. Advertising and Computer Games

    1. Front Matter

      Pages 157-157

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      Book Chapter

      Pages 159-170

      Game Outcome and In-Game Advertising Effects

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      Pages 171-186

      Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children

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      Book Chapter

      Pages 187-197

      Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site

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      Pages 199-213

      Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads

  5. Advertising, Branding and Communication on the Internet

    1. Front Matter

      Pages 215-215

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      Book Chapter

      Pages 217-233

      The Perceived Interactivity of Top Global Brand Websites and its Determinants

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      Pages 235-247

      Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities

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      Pages 249-265

      Making Money on eBay by Relieving Risk

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      Pages 267-282

      Assessing the Probability of Internet Banking Adoption

  6. Gender and Advertising, Branding and Communication

    1. Front Matter

      Pages 283-283

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      Book Chapter

      Pages 285-295

      Gender Stereotyping in Advertising on Public and Private TV Channels in Germany

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      Book Chapter

      Pages 297-312

      A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong)

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