Verfügbarkeit: International advertising and communication

International advertising and communication: current insights and empirical findings

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Bibliographische Detailangaben
Weitere Verfasser:	Diehl, Sandra (HerausgeberIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	Wiesbaden Dt. Univ.-Verl. 2006
Ausgabe:	1. Aufl.
Schriftenreihe:	Forschungsgruppe Konsum und Verhalten Gabler-Edition Wissenschaft
Schlagworte:	Werbung Internationales Marketing Marktkommunikation Aufsatzsammlung
Online-Zugang:	BTU01 FHM01 FHR01 UBG01 UBR01 UBT01 UBY01 UEI03 UPA01 Volltext Inhaltsverzeichnis
Beschreibung:	1 Online-Ressource
ISBN:	9783835004559 9783835057029
DOI:	10.1007/3-8350-5702-2

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Datensatz im Suchindex

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adam_text	Contents Part I: Advertising and Communication Effects Barbara Mueller The role of product involvement in advertising message perception and believability 3 Flemming Hansen, Jargen Kai Olsen, and Steen Lundsteen Interview based STAS and the effect of print advertising 23 Edith Smit, Peter Neijens, and Marijntje Stuurman It s all about catching the reader s attention 43 Franz Rudolf Esch, Simone Roth, and Kristina Strodter The effect of the integration of different acoustic and visual stimuli depending on target groups involvement 69 Bas van den Putte A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods 89 Part II: Advertising and Information Processing Larry Percy Unconscious processing of advertising and its effects upon attitude and behaviour 109 Mandy Klerkx and Lex van Mews Processing outdoor posters: product and brand recognition in a split of a second 123 Renske van Enschot, Hans Hoeken, and Margot van Mulken Rhetoric in advertising: attitudes towards schemes and tropes in text and image 141 VIII Contents Dieter Ahlert, Peter Kenning, and Hilke Plassmann A window to the consumer s mind: application of functional brain imaging techniques to advertising research 163 Part III: Communication and Branding Tobias Langner, Franz Rudolf Esch, and John R. Rossiter Creating powerful brand names 181 Kerstin Weihe, Gunnar Mau, and Giinter Silberer How do marketing events work? Marketing events and brand attitudes 199 Patrick Hartmann and Vanessa Apaolaza Ibdnez Effects of green brand communication on brand associations and attitude 217 Part IV: Emotional, Social and Individual Factors and Communication Heribert Gierl andSilke Bambauer Effects of mood and argument strength on product evaluation in a personal sales conversation 239 Wim Janssens and Patrick De Pelsmacker How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity 257 Sandra Diehl andRalfTerlutter Media based and non media based factors influencing purchase behavior and differences due to consumers personality 279 Fred Bronner Increasing family democracy and the implications for advertising 301 Krystie Wong and Kara Chan A gender portrayal of children s television commercials in mainland China 319 Contents IX Young Sook Moon and Kara Chan Gender portrayals and the gender of nations: an extended study in Asian cultures 343 Part V: Communication and New Media Greg Kiss and Franz Rudolf Esch Effects of interactive and imagery strong websites 361 Shintaro Okazaki Comparative evaluation of American brands websites in Europe: what do they standardise? 379 Matti Leppaniemi, Heikki Karjaluoto, Jaakko Sinisalo, andJari Salo Integrated marketing communications in mobile context 397 Part VI: International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller The GLOBE study applicability of a new typology of cultural dimensions for cross cultural marketing and advertising research 419 Shintaro Okazaki and Charles R. Taylor Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions 439 Dirk Temme Assessing measurement invariance of ordinal indicators in cross national research 455 Guido Purper and Peter Weinberg Retail advertising: an empirical comparison between German and French consumers 473 X Contents Part VII: Outlook on International Advertising Charles R. Taylor The future of international advertising research: suggestions for moving the discipline forward 491 About the authors 507
adam_txt	Contents Part I: Advertising and Communication Effects Barbara Mueller The role of product involvement in advertising message perception and believability 3 Flemming Hansen, Jargen Kai Olsen, and Steen Lundsteen Interview based STAS and the effect of print advertising 23 Edith Smit, Peter Neijens, and Marijntje Stuurman It's all about catching the reader's attention 43 Franz Rudolf Esch, Simone Roth, and Kristina Strodter The effect of the integration of different acoustic and visual stimuli depending on target groups involvement 69 Bas van den Putte A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods 89 Part II: Advertising and Information Processing Larry Percy Unconscious processing of advertising and its effects upon attitude and behaviour 109 Mandy Klerkx and Lex van Mews Processing outdoor posters: product and brand recognition in a split of a second 123 Renske van Enschot, Hans Hoeken, and Margot van Mulken Rhetoric in advertising: attitudes towards schemes and tropes in text and image 141 VIII Contents Dieter Ahlert, Peter Kenning, and Hilke Plassmann A window to the consumer's mind: application of functional brain imaging techniques to advertising research 163 Part III: Communication and Branding Tobias Langner, Franz Rudolf Esch, and John R. Rossiter Creating powerful brand names 181 Kerstin Weihe, Gunnar Mau, and Giinter Silberer How do marketing events work? Marketing events and brand attitudes 199 Patrick Hartmann and Vanessa Apaolaza Ibdnez Effects of green brand communication on brand associations and attitude 217 Part IV: Emotional, Social and Individual Factors and Communication Heribert Gierl andSilke Bambauer Effects of mood and argument strength on product evaluation in a personal sales conversation 239 Wim Janssens and Patrick De Pelsmacker How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity 257 Sandra Diehl andRalfTerlutter Media based and non media based factors influencing purchase behavior and differences due to consumers' personality 279 Fred Bronner Increasing family democracy and the implications for advertising 301 Krystie Wong and Kara Chan A gender portrayal of children's television commercials in mainland China 319 Contents IX Young Sook Moon and Kara Chan Gender portrayals and the gender of nations: an extended study in Asian cultures 343 Part V: Communication and New Media Greg Kiss and Franz Rudolf Esch Effects of interactive and imagery strong websites 361 Shintaro Okazaki Comparative evaluation of American brands' websites in Europe: what do they standardise? 379 Matti Leppaniemi, Heikki Karjaluoto, Jaakko Sinisalo, andJari Salo Integrated marketing communications in mobile context 397 Part VI: International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller The GLOBE study applicability of a new typology of cultural dimensions for cross cultural marketing and advertising research 419 Shintaro Okazaki and Charles R. Taylor Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions 439 Dirk Temme Assessing measurement invariance of ordinal indicators in cross national research 455 Guido Purper and Peter Weinberg Retail advertising: an empirical comparison between German and French consumers 473 X Contents Part VII: Outlook on International Advertising Charles R. Taylor The future of international advertising research: suggestions for moving the discipline forward 491 About the authors 507
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title	International advertising and communication current insights and empirical findings
title_auth	International advertising and communication current insights and empirical findings
title_exact_search	International advertising and communication current insights and empirical findings
title_exact_search_txtP	International advertising and communication current insights and empirical findings
title_full	International advertising and communication current insights and empirical findings Sandra Diehl ... (eds.)
title_fullStr	International advertising and communication current insights and empirical findings Sandra Diehl ... (eds.)
title_full_unstemmed	International advertising and communication current insights and empirical findings Sandra Diehl ... (eds.)
title_short	International advertising and communication
title_sort	international advertising and communication current insights and empirical findings
title_sub	current insights and empirical findings
topic	Werbung (DE-588)4065541-6 gnd Internationales Marketing (DE-588)4125431-4 gnd Marktkommunikation (DE-588)4131075-5 gnd
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work_keys_str_mv	AT diehlsandra internationaladvertisingandcommunicationcurrentinsightsandempiricalfindings

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