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Advances in Advertising Research (Vol. 2) Breaking New Ground in Theory and Practice

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Feldname	Details
Vorliegende Sprache	eng
Hinweise auf parallele Ausgaben	348968531 Buchausg. u.d.T.: ‡Breaking new ground in theory and practice
ISBN	978-3-8349-3134-4
Name	Okazaki, Shintaro
T I T E L	Advances in Advertising Research (Vol. 2)
Zusatz zum Titel	Breaking New Ground in Theory and Practice
Verlagsort	Wiesbaden
Verlag	Gabler Verlag / Springer Fachmedien Wiesbaden GmbH, Wiesbaden
Erscheinungsjahr	2011
Erscheinungsjahr	2011
Umfang	Online-Ressource (XII, 490p. 44 illus, digital)
Reihe	SpringerLink. Bücher
Notiz / Fußnoten	Includes bibliographical references
Weiterer Inhalt	Preface; The European Advertising Academy (EAA); Table of Contents; Part I Product Placement and Gaming; Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company; 1 Introduction; 3 The Product Placement in Marketing. What's the Effectiveness in Video Games?; 3.1 Effectiveness of Product Placement in Video Games; 4 Research Questions and Objectives; 5 Methodology; 5 Results and Discussion; 6 Conclusions and Recommendations; 6.1 Limitations of the Research; 6.2 Recommendations for Future Research; 7 References; Appendix A. Interview Questions. Appendix B. Focus Group GuidelinesThe Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?; 1 Introduction; 2 Theoretical Background and Hypothesis Development; 3 Method; 3.1 Measures; 3.2 Procedure; 4 Main Study; 4.1 Manipulation Check; 4.2 Results; 5 Discussion; 5.1 Limitations and Future Research; 6 References; Differences in Children's Processing of Advergames and TV Commercials; 1 Introduction; 2 Differences between Advergames and TV Commercials; 3 The Role of Challenge in Influencing Children through Games; 4 Study. 4.1 Method and Measures4.2 Results; 4.2.1 Results of the Mean Comparisons; 4.2.2 Results of the Interaction with Activated Persuasion Knowledge; 4.2.3 Results of the Influence of Challenge on Recognition and Persuasion; 4.3 Selected Limitations; 5 Discussion and Implications; 6 References; Part II Social Issues and Advertising; Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages; 1 Introduction; 2 Conceptual Framework and Research Questions; 2.1 The Role of Affect in Developing Cognitive Responses about Alzheimer Awareness Messages. 2.2 The Role of Cognitive Responses about the Message in Developing Responses to the Alzheimer Issue3 Method; 3.1 Stimulus Development; 3.2 Procedure and Measures; 4 Results; 4.1 Analysis on the Complete Data Set; 4.2 Gender Differences; 4.3 Differences in Education Level; 5 Conclusions, Implications and Further Research; 6 References; Appendix; Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects; 1 Introduction; 2 Theory and Hypotheses; 2.1 'Core' Research Model. 2.2 Moderating Effects on 'Environmental Information' Linkages3 Methods; 3.1 Sample; 3.2 Statistical Procedures; 3.2.1 'Core' Model Tests; 3.2.2 Moderation Analyses; 4 Results; 4.1 'Core' Model Results; 4.1.1 Psychometric Properties of the Scales; 4.1.2 Explaining Pro-environmental Behavior; 4.2 Moderation Results; 5 Discussion; 5.1 Implications for Environmental Awareness Campaigns; 5.2 Limitations and Future Research; 6 References; The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness; 1 Introduction. 2 Literature Review
Titelhinweis	Buchausg. u.d.T.: ‡Breaking new ground in theory and practice
ISBN	ISBN 978-3-8349-6854-8
Klassifikation	KJSM
	KJS
	BUS043000
	658.8
	330
	HF5410-5417.5
	QP 630
Kurzbeschreibung	Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable value for advancing our knowledge
1. Schlagwortkette	Werbung
1. Schlagwortkette	Kongress
ANZEIGE DER KETTE	Werbung -- Kongress
SWB-Titel-Idn	348695470
Signatur	Springer E-Book
Bemerkungen	Elektronischer Volltext - Campuslizenz
Elektronische Adresse	$uhttp://dx.doi.org/10.1007/978-3-8349-6854-8
Internetseite / Link	Volltext
Siehe auch	Volltext
Siehe auch	Cover

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