2011

Advances in Advertising Research (Vol. 2)

Breaking New Ground in Theory and Practice

Editors:

ISBN: 978-3-8349-3134-4 (Print) 978-3-8349-6854-8 (Online)

Table of contents (31 chapters)

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  1. Front Matter

    Pages I-XIV

  2. Product Placement and Gaming

    1. Front Matter

      Pages 1-1

    2. No Access

      Book Chapter

      Pages 3-20

      Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

    3. No Access

      Book Chapter

      Pages 21-33

      The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

    4. No Access

      Book Chapter

      Pages 35-51

      Differences in Children’s Processing of Advergames and TV Commercials

  3. Social Issues and Advertising

    1. Front Matter

      Pages 53-53

    2. No Access

      Book Chapter

      Pages 55-73

      Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages

    3. No Access

      Book Chapter

      Pages 75-90

      Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects

    4. No Access

      Book Chapter

      Pages 91-106

      The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness

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      Book Chapter

      Pages 107-118

      The Effectiveness of Emotional and Rational Regulatory (In)congruent Messages for a Fair Trade Campaign

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      Book Chapter

      Pages 119-129

      The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising

  4. Generation

    1. Front Matter

      Pages 131-131

    2. No Access

      Book Chapter

      Pages 133-144

      The (B)old and the Beautiful: Investigating the Preference of Senior Consumers Concerning (the Age of) Models Used in Advertising

    3. No Access

      Book Chapter

      Pages 145-160

      Children’s Advertising Literacy: Do BMI, Body Shape Perception, Self-Esteem and TV Exposure Matter?

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      Book Chapter

      Pages 161-175

      The Relevance of Life Changing Situations for Media Usage and their Relevance as a Segmentation Strategy for Media Companies and Advertisers

  5. Social Interaction and Advertising

    1. Front Matter

      Pages 177-177

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      Book Chapter

      Pages 179-190

      An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials

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      Book Chapter

      Pages 191-213

      The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour

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      Book Chapter

      Pages 215-230

      The Impact of e-WOM: Determinants of Influence

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      Book Chapter

      Pages 231-243

      Who’s Afraid of Ubiquitous Promotion? Exploring the Effects of Privacy Concerns

  6. Organization, Publicity and Reputation

    1. Front Matter

      Pages 245-245

    2. No Access

      Book Chapter

      Pages 247-260

      Determinants of the Impact of Crises on Organizational Reputation: An Experimental Test of Crisis Communication Strategies and the Moderating Impact of Locus of Control

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      Book Chapter

      Pages 261-275

      Effects of Message Appeal when Communicating CSR Initiatives

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      Book Chapter

      Pages 277-291

      The Effectiveness of Publicity versus Advertising: A Meta-Analysis

  7. Branding

    1. Front Matter

      Pages 293-293

    2. No Access

      Book Chapter

      Pages 295-310

      Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context

    3. No Access

      Book Chapter

      Pages 311-324

      Living Brands: Consumer Reactions toward Online Experienced-based Marketing Communication

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