Advances in Advertising Research (Vol. 1)

Cutting Edge International Research
2010
ISBN: 978-3-8349-2111-6
Verlag: Gabler Verlag

Buch, Deutsch, 412 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 663 g

Reihe: European Advertising Academy

The goal of the book is to advance more systematic research in the fields of advertising and communication form an international perspective. Renowned communication researchers from around the globe have contributed to the making of this book.

Zielgruppe

Research

Autoren/Hrsg.

Terlutter, Ralf

Okazaki, Shintaro

Diehl, Sandra

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Strategic Issues in Advertising, Branding and Communication.- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency.- Evaluation and Feedback Effects of Limited Editions in FMCG Categories.- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View.- A Call for a Broader Range of Dependent Variables in Advertising Research.- The Passive Shopping Stage: Keeping in Mind Brand Encounters.- Advertising and Communication Content.- Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation.- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness.- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication.- Music in Advertising: Effects on Brand and Endorser Perception.- An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion.- Advertising and Computer Games.- Game Outcome and In-Game Advertising Effects.- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children.- Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site.- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads.- Advertising, Branding and Communication on the Internet.- The Perceived Interactivity of Top Global Brand Websites and its Determinants.- Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities.- Making Money on eBay by Relieving Risk.- Assessing the Probability of Internet Banking Adoption.- Gender and Advertising, Branding and Communication.- Gender Stereotyping in Advertising on Public andPrivate TV Channels in Germany.- A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong).- Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?.- Media Placement, Brand Placement, Public Relations and Viral Marketing.- Media Placement versus Advertising Execution.- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention.- What are the Effects of a Combination of Advertising and Brand Placement?.- Personal Branding and the Role of Public Relations.- Agent-Based Modelling: A New Approach in Viral Marketing Research.

Über Autor(innen)

Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria.

Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria.

Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.