Breaking new ground in theory and practice: [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010]
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Tagungsbericht Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Gabler
2011
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | Advances in advertising research
2 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Enth. zahlr. Beitr. - Literaturangaben |
| Beschreibung: | XIV, 492 S. Ill., graph. Darst. |
| ISBN: | 3834931349 9783834931344 |
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Datensatz im Suchindex
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TABLE OF CONTENTS
PREFACE VII
I. PRODUCT PLACEMENT AND GAMING
ENRIQUE BIGNE, INES KUESTER, ASUNCION HERNANDEZ, TORPONG SUEMANOTHAM AND
NATALIA VILA PRODUCT PLACEMENT IN VIDEO GAMES AS A MARKETING STRATEGY:
AN ATTEMPT TO ANALYSIS 3
IN DISNEY COMPANY
YVES VAN VAERENBERGH, DIENEKE VAN DE SOMPEL, NEAL VAN LOOCK AND IRIS
VERMEIR THE IMPACT OF BRAND NAME PLACEMENT IN SONG LYRICS ON BRAND
ATTITUDES:
DOES THE ATTITUDE TOWARD THE ARTIST MATTER? 21
MARTIN K. J. WAIGUNY AND RALF TERLUTTER DIFFERENCES IN CHILDREN S
PROCESSING OF ADVERGAMES AND TV COMMERCIALS 35
II. SOCIAL ISSUES AND ADVERTISING
MARTINE LEWI AND PATRICK DE PELSMACKER AFFECT IS AN IMPORTANT FACTOR IN
PROCESSING ALZHEIMER DISEASE AWARENESS MESSAGES 55
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/1011919532
DIGITALISIERT DURCH
IMAGE 2
X CONTENTS
NIEVES GARCIA DE FRUTOS AND JOSE MANUEL ORTEGA EGEA ENVIRONMENTAL
INFORMATION INFLUENCES ON PRO-ENVIRONMENTAL BEHAVIOR AIMED AT FIGHTING
CLIMATE CHANGE: MAIN AND MODERATING EFFECTS 75
MARIA JOSE MIQUEL-ROMERO AND FRANCO MANUEL SANCHO-ESPER THE INFLUENCE OF
ALCOHOL ADVERTISING IN UNDERAGE VERSUS OVERAGE ALCOHOL CONSUMPTION:
AFFECTIVE RESPONSES AND ADVERTISING EFFECTIVENESS 93
ERLINDE CORNELLS, LEEN ADAMS AND VEROLIEN CAUBERGHE THE EFFECTIVENESS OF
EMOTIONAL AND RATIONAL REGULATORY (IN)CONGRUENT MESSAGES FOR A FAIR
TRADE CAMPAIGN 109
MARLIZE TERBLANCHE-SMIT AND NIE S. TERBLANCHE THE IMPACT OF PERSONALITY
DIFFERENCES ON EFFICACY, ATTITUDE AND BEHAVIOURAL INTENTION IN HIV/AIDS
FEAR APPEAL ADVERTISING 121
III. GENERATION
KATARINA PANIC, VEROLIEN CAUBERGHE AND DELPHINE VERHOYE THE (B)OLD AND
THE BEAUTIFUL: INVESTIGATING THE PREFERENCE OF SENIOR CONSUMERS
CONCERNING
(THE AGE OF) MODELS USED IN ADVERTISING 135
JULIA SPIELVOGEL AND RALF TERLUTTER CHILDREN S ADVERTISING LITERACY: DO
BMI, BODY SHAPE PERCEPTION, SELF-ESTEEM AND TV EXPOSURE MATTER? 147
IMAGE 3
CONTENTS
ANDREA LEOPOLD AND SANDRA DIEHL THE RELEVANCE OF LIFE CHANGING
SITUATIONS FOR MEDIA USAGE AND THEIR RELEVANCE AS A SEGMENTATION
STRATEGY FOR MEDIA COMPANIES AND ADVERTISERS 163
IV. SOCIAL INTERACTION AND ADVERTISING
SHU-CHUAN CHU AND SARA KAMAL AN INVESTIGATION OF SOCIAL MEDIA USAGE,
BRAND CONSCIOUSNESS, AND PURCHASE INTENTION TOWARDS LUXURY PRODUCTS
AMONG MILLENNIALS 181
RAFAEL CURRAS-PEREZ, MARIA JOSE MIQUEL-ROMERO, CARIA RUIZ-MAFE AND
SILVIA SANZ-BLAS THE ROLE OF PARASOCIAL INTERACTION AND
TELEPARTICIPATION ON TELESHOPPING BEHAVIOR 193
MANUELA LOPEZ AND MARIA SICILIA THE IMPACT OF E-WOM: DETERMINANTS OF
INFLUENCE 217
SHINTARO OKAZAKI AND MARIA ANGELES NAVARRO- BAILON WHO S AFRAID OF
UBIQUITOUS PROMOTION? EXPLORING
THE EFFECTS OF PRIVACY CONCERNS 233
V. ORGANIZATION, PUBLICITY AND REPUTATION
AN-SOFIE CLAEYS, VEROLIEN CAUBERGHE AND PATRICK VYNCKE DETERMINANTS OF
THE IMPACT OF CRISES ON ORGANIZATIONAL REPUTATION: AN EXPERIMENTAL
TEST OF CRISIS COMMUNICATION STRATEGIES AND THE MODERATING IMPACT OF
LOCUS OF CONTROL 249
IMAGE 4
XII CONTENTS
LUISA ANDREU, ANNA S. MATTILA AND JOAQUIN AIDAS EFFECTS OF MESSAGE
APPEAL WHEN COMMUNICATING CSR INITIATIVES 263
MARTIN EISEND AND FRANZISKA KUESTER THE EFFECTIVENESS OF PUBLICITY VERSUS
ADVERTISING: A META-ANALYSIS 279
VI. BRANDING
SOPHIE C. BOERMAN, EDITH G. SMIT AND LEX VAN MEURS 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 297
MARIEKE L. FRANSEN AND THOMAS J. L. VAN ROMPAY LIVING BRANDS: CONSUMER
REACTIONS TOWARD ONLINE EXPERIENCED-BASED MARKETING COMMUNICATION 313
MARIA ANGELES NAVARRO-BAILON WHAT IS THE BEST COMMUNICATION STRATEGY
(INTEGRATION VS. REPETITION) TO PERSUADE CONSUMERS? AN ANALYSIS ACROSS
LEVELS OF BRAND FAMILIARITY 327
NATHALIE DENS, PATRICK DE PELSMACKER AND BIANCA PUTTEMANS TEXT OR
PICTURES? EFFECTIVENESS OF VERBAL INFORMATION AND VISUAL CUES IN
ADVERTISEMENTS FOR NEW BRANDS
VERSUS EXTENSIONS 343
IMAGE 5
CONTENTS XIII
VII. MEDIA AND AGENCY
SHEILA SASSER, SCOTT KOSLOW AND MARK KILGOUR ASSESSING THE QUALITY OF
SELF-REPORTED MEASURES AND THE RELIABILITY OF EMPIRICAL FINDINGS:
EXPLORING CREATIVITY DIFFERENCES ACROSS WORLDWIDE AGENCY CREATIVES
AND MANAGERS 361
CHARLES R. TAYLOR AND GEORGE R. FRANKE PUBLIC OPINION TOWARDS DIGITAL
BILLBOARDS IN THE UNITED STATES: AN ANALYSIS OF RECENT POLLS 375
EDWARD C. MALTHOUSE AND DON SCHULTZ THE RESPONSE SURFACE PROCESS FOR
OPTIMAL ALLOCATION OF MEDIA BUDGETS 395
SHINTARO OKAZAKI, MORIKAZU HIROSE AND HAIRONGLI QR CODE MOBILE
PROMOTION: AN INITIAL INQUIRY 407
VIII. ADVERTISING CONTENT, APPEALS AND EXECUTION
LOTTE M. WILLEMSEN, PETER C. NEIJENS AND FREDE. BRONNER PERCEIVED
EXPERTISE VS. PERCEIVED TRUSTWORTHINESS: THE SUPPRESSED EFFECT OF SOURCE
TYPE
ON REVIEW ATTITUDE 425
GUENTHER SILBERER, SASCHA STEINMANN, INGA BLOHM AND JULIA VETTER A STUDY
ON THE IMPACT OF TV ADVERTISING CONTACTS DURING DINNER 439
IMAGE 6
XIV CONTENTS
TOBIAS LANGNER AND MARTIN EISEND EFFECTS OF CELEBRITY ENDORSERS
ATTRACTIVENESS AND EXPERTISE ON BRAND RECALL OF TRANSFORMATIONAL
AND INFORMATIONAL PRODUCTS 453
SANDRA DIEHL, SHINTARO OKAZAKI AND BARBARA MUELLER A PROCEDURE FOR THE
DEVELOPMENT OF FICTITIOUS ADVERTISEMENTS IN MULTI-COUNTRY RESEARCH:
CRAFTING MESSAGES WITH
HARD-SELL AND SOFT-SELL APPEALS 463
IOANNIS G. THEODORAKIS AND CHRISTOS KONTOS FIGURATIVELY BLEEDING OR JUST
BLEEDING? EXPLORING CONSUMERS PERSONAL VALUES AND EMOTIONS WITHIN
SIMPLE AND RHETORICALLY CONSTRUCTED
VIOLENT AD CONTEXTS! 475
|
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| spelling | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] [European Advertising Academy]. Shintaro Okazaki (ed.) 1. ed. Wiesbaden Gabler 2011 XIV, 492 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advances in advertising research 2 Gabler Research : European Advertising Academy Enth. zahlr. Beitr. - Literaturangaben Werbung (DE-588)4065541-6 gnd rswk-swf (DE-588)1071861417 Konferenzschrift 2010 Madrid gnd-content Werbung (DE-588)4065541-6 s DE-604 Okazaki, Shintaro (DE-588)141820152 edt European Advertising Academy Sonstige (DE-588)16073342-X oth ICORIA 9 2010 Madrid Sonstige (DE-588)16181733-6 oth Erscheint auch als Online-Ausgabe Advances in Advertising Research (Vol. 2) Advances in advertising research 2 (DE-604)BV036722665 2 application/pdf http://d-nb.info/1011919532/04 Inhaltsverzeichnis DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024648433&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] Advances in advertising research Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)1071861417 |
| title | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] |
| title_auth | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] |
| title_exact_search | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] |
| title_full | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] [European Advertising Academy]. Shintaro Okazaki (ed.) |
| title_fullStr | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] [European Advertising Academy]. Shintaro Okazaki (ed.) |
| title_full_unstemmed | Breaking new ground in theory and practice [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] [European Advertising Academy]. Shintaro Okazaki (ed.) |
| title_short | Breaking new ground in theory and practice |
| title_sort | breaking new ground in theory and practice extended versions of papers presented at the 9th icoria international conference on research in advertising held at universidad autonoma de madrid spain from june 24 26 2010 |
| title_sub | [extended versions of papers presented at the 9th ICORIA (International Conference on Research in Advertising), held at Universidad Autónoma de Madrid, Spain, from June 24 - 26, 2010] |
| topic | Werbung (DE-588)4065541-6 gnd |
| topic_facet | Werbung Konferenzschrift 2010 Madrid |
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| volume_link | (DE-604)BV036722665 |
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