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  • © 2018

Advances in Advertising Research IX

Power to Consumers

  • Publication in the field of economic sciences

  • Persuading the consumer with new advertising formats

  • Effectiveness of in-game advertising

  • An insight into the effects of advertising execution styles

Part of the book series: European Advertising Academy (EAA)

Buying options

eBook USD 119.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-22681-7
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 159.99
Price excludes VAT (USA)
Hardcover Book USD 159.99
Price excludes VAT (USA)

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Table of contents (25 chapters)

  1. Front Matter

    Pages I-XII
  2. Going Beyond: Persuading the Consumer with New Advertising Formats

    1. Front Matter

      Pages 1-1
    2. Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions

      • Mª Concepción Castellanos, José Manuel Ausin, Jaime Guixeres, Enrique Bigné
      Pages 3-15
    3. “Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising

      • Robert Freeman Cartwright, Suzanna J. Opree, Eva A. van Reijmersdal
      Pages 17-28
    4. The Role of Big Data in Programmatic TV Advertising

      • Edward C. Malthouse, Ewa Maslowska, Judy Franks
      Pages 29-42
    5. The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers

      • Wei-Lin Wang, Edward C. Malthouse, Ebru Uzunoglu
      Pages 57-70
  3. Getting Inside the Game: Effectiveness of In-Game Advertising

    1. Front Matter

      Pages 71-71
  4. How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles

    1. Front Matter

      Pages 115-115
    2. How Accent and Pitch Affect Persuasiveness in Radio Advertising

      • Megha Dubey, Janise Farrell, Lawrence Ang
      Pages 117-130
    3. Less is More or Less is A Bore?

      • Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas
      Pages 131-142
    4. Beyond Demographics: Enhancing Media Planning with Emotional Variables

      • Don E. Schultz, Martin P. Block
      Pages 177-190
    5. Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism

      • Maria C. Voutsa, Leonidas Hatzithomas, Christina Boutsouki
      Pages 191-204
  5. Doing Good: Corporate Social Responsibility and Consumer Protection

    1. Front Matter

      Pages 205-205

About this book

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

Contents

  • Going Beyond: Persuading the Consumer with New Advertising Formats
  • Getting Inside the Game: Effectiveness of In-Game Advertising
  • How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles
  • Doing Good: Corporate Social Responsibility and Consumer Protection
  • Let them Talk: How to Increase and Evaluate Word of Mouth
  • It’s All about Context: Situational Influences on Advertising Effects

Target Groups

Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas.

The Editors

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Keywords

  • Advertising
  • Branding
  • Media
  • Marketing
  • Communication
  • Digital Marketing

Editors and Affiliations

  • Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  • Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  • Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

About the editors

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Bibliographic Information

  • Book Title: Advances in Advertising Research IX

  • Book Subtitle: Power to Consumers

  • Editors: Verolien Cauberghe, Liselot Hudders, Martin Eisend

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-22681-7

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018

  • Hardcover ISBN: 978-3-658-22680-0

  • Softcover ISBN: 978-3-658-24866-6

  • eBook ISBN: 978-3-658-22681-7

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XII, 353

  • Number of Illustrations: 35 b/w illustrations

  • Topics: Branding, Consumer Behavior , Digital Marketing

Buying options

eBook USD 119.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-22681-7
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 159.99
Price excludes VAT (USA)
Hardcover Book USD 159.99
Price excludes VAT (USA)