Información General

• Autores: Patrick Pelsmacker (ed. lit.), Nathalie Dens (ed. lit.)
• Editores: Amberes : Garant Uitgevers NV, 2009
• Año de publicación: 2009
• País: Bélgica
• Idioma: inglés
• ISBN: 978-90-441-2387-6
• Texto completo no disponible (Saber más ...)

Resumen

• In the first part, important aspects of advertising messages that influence advertising effectiveness are discussed, with contributions on advertising strategies and branding, advertising creativity, emotional and informational advertising strategies, effective arguments in advertising and the use of celebrity endorsers. In the medium part, a number of studies on advertising in new media such as internet advertising, advertising in computer games (advergames), and the usage of new media by different target groups, are collected. In the final part on context, the contributions elaborate among others on product placement, the impact of cultural differences on advertising effectiveness, how men and women differ in their reactions to advertising, the connection between advertising and human values, and advertising aimed at children.

  This book compiles the best research reports presented at the 7th ICORIA - International Conference on Research in Advertising - conference, organized by the European Advertising Academy (E.A.A.).

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • PART I. MESSAGE

    • Consumer Perceptions of Soft Sell and Hard Sell Advertising: Appeals in The US and Japan

      Shintaro Okazaki, Barbara Mueller, Morikazu Hirose

      págs. 13-22

      

    • Rhetorical Figures in UK and Dutch TV Commercials: The Occurrence of Schemes and Tropes and Their Effects on ad Likeability

      Renske van Enschot, Cyrella Beckers, Margot van Mulken

      págs. 23-31

      

    • The Impact of Celebrity Attractiveness and Competence Fit: Immediate and Delayed Effects

      Martin Eisend, Tobias Langner

      págs. 33-40

      

    • Do Multiple Product Endorsements Lead to A Dilution Effect?: The Effect of Star Sharing on Consumers' Beliefs

      Heribert Gierl, Tina Grossmann

      págs. 41-51

      

    • Remembering The Brand and The Message: The Moderating Influence of Advertising Strategy, Branding Strategy, and Product Involvement on Brand and Usp Recalll

      Nathalie Dens, Patrick Pelsmacker

      págs. 53-62

      

    • Measuring Ad Effectiveness: The Relationship Between Visual Attention Measured By Eye Tracking and Advertising Recognition

      Dieter Grammens, Patrick Vyncke

      págs. 63-68

      

    • The Impact of Value Laden Advertisements on Consumer Values

      Christine Defever, Mario Pandelaere

      págs. 69-77

      

    • To Bind, To Sell, To Tell Your Story Well

      Edith G. Smit, Corine Meppelink, Peter Neijens

      págs. 79-86

      

    • Fragmentation in Advertising: A Way To Communicate Beauty Images

      Christine Defever, Mario Pandelaere

      págs. 87-95

      

    • Female Consumers' Satisfaction with Cosmetic Brands: The Role of Utilitarian and Advertising-Induced Hedonic Brand Benefits

      Vanesa Apaolaza Ibáñez, Patrick Hartmann, Sandra Diehl, Ralf Terlutter

      págs. 97-107

      

    • Applying Evolutionary Psychology to Advertising: A Comparative Study of Spain and Belgium

      Patrick Vyncke, Vanesa Apaolaza Ibáñez, Patrick Hartmann

      págs. 109-121

      

    • The Role of Fear, Threat and Efficacy in Threat Appeals: Putting Fear Back in the Danger Control Response

      Verolien Cauberghe, Patrick Pelsmacker, Wim Janssens

      págs. 123-131

      

    • Generating New Advertising Content for Psa's: Alcohol Advertising Related Consumer Narratives in Frye's Typology

      Ariel Mitev, Dóra Horváth

      págs. 133-142

      

    • The Influence of Landscape Preferences in Green Energy Advertising

      Patrick Hartmann, Vanesa Apaolaza Ibáñez

      págs. 143-153

      

    • Marketing The Trivial: Product Packaging That Works

      Glyn Atwal, Douglas Bryson, Nicholas Dawson

      págs. 155-161

      

  • PART II. MEDIUM

    • Can Every Brand Win with in-Game Advertising?: The Role of Brand Familiarity

      Gunnar Mau, Günter Silberer

      págs. 165-174

      

    • Reducing Risks in the Online Sphere: The Role of Warranties

      Guda van Noort, Peter Kerkhof, Bob M. Fennis

      págs. 175-182

      

    • Online Banner Ads: An Experiment Based on Elam

      Suzanne C. Beckmann, Torben Hansen, Lene Matthiesen, Jakob Thorbech

      págs. 183-190

      

    • Truth Told Online: Consumer Insights Into Automobile Lovemarks

      Hong Cheng, Ping Shaw

      págs. 191-200

      

    • Brand Website Studies: An Integrated Literature Review

      Hilde A. M. Voorveld, Peter Neijens, Edith G. Smit

      págs. 201-211

      

    • The Impact of Different Media Messages on The Development of Strong Consumer-Brand Relationships

      Maarten Tolboom, Edith G. Smit, Fred E. Bronner

      págs. 213-224

      

    • The Impact of Gender on Media Choice: Exploring Mobile Internet Use In Travel Information Search

      Shintaro Okazaki, Morikazu Hirose

      págs. 225-234

      

    • Teens as Transmitters of The New Media

      Anne Martensen, Lars Gronholdt

      págs. 235-247

      

  • PART III. CONTEXT

    • Filling in The Gaps or Plugging The Holes?: Why the Academic Advertising Research Model Needs Maintenance

      Don E. Schultz, Gayle Kerr

      págs. 251-258

      

    • Leveraging Media-Advertisement Experiential Congruence

      Bobby J. Calder, Edward C. Malthouse

      págs. 259-269

      

    • Context Effects on Reactions to Television Brand Placement

      Eva A. van Reijmersdal, Edith G. Smit, Peter Neijens

      págs. 271-279

      

    • The Brand-Program Fit of Brand Placements: Exploratory Analysis of a Multi-dimensional Concept

      Claire Sherman

      págs. 281-289

      

    • Getting Real in Product Placement Research: Recall of Movie Placements in Natural Viewing Conditions

      Etienne Bressoud, Jean-Marc Lehu, Cristel Antonia Russell

      págs. 291-298

      

    • The T(Unnel) V(Ision) of Love: How Sex on TV Reduces Cognitive Ability, and Increases Advertising Impact

      Enny Das, Imrah Abdala, Froukje Boersma, Mariel van Dijk, Saskia Thomson, Cora Wijker

      págs. 299-304

      

    • Addressing Major Sponsorship Risks: A Program For Research Into Crises Triggered by Athletes

      Bradley Wilson, Kate Westberg, Constantino Stavros

      págs. 305-313

      

    • Undesired Consequences of Sports Sponsorhips: How Negative Incidents in Sports Affect Their Sponsors' Image

      Daan G. Muntinga, Marjolein Moorman

      págs. 315-323

      

    • The Impact of Self Construal on Advertising Attitudes Among Ethnic youth

      Joyce Koeman

      págs. 325-334

      

    • The Effect of Advertising on Children's Materialism

      Kim Janssens, Mario Pandelaere

      págs. 335-341

      

    • Understanding the Willingness To Pay - Willingness To Accept Gap: Materialism as a Moderator of the Endowment Effect

      Inge Lens, Mario Pandelaere

      págs. 343-351

      

    • Using Eye-Tracking to Measure The Impact of Individual Differences in Materialism on Advertising Effectiveness

      Samuel B. Hutton, Sarah Polley, Helga Dittmar

      págs. 353-361

      

    • When You are What You Own: Physical Attractiveness and Materialism Moderate the Effects of Brand Personality on Person Perception

      Enny Das

      págs. 363-371

      

    • A Spatial representation of Brand Relationship Quality Constructs

      Bradley Wilson, William Callaghan, Kate Westberg

      págs. 373-382

      

    • National Wealth or National Culture?: A Multi-Country Study of the Factors Underlying the Use of Celebrity Endorsement in Television Advertising

      Carolus Praet

      págs. 383-392