Advances in Advertising Research (Vol. V): Extending the by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro

By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

Advances in ads examine are released by means of the eu advertisements Academy (EAA). This quantity is a compilation of analysis awarded on the twelfth foreign convention in advertisements (ICORIA) which used to be held in Zagreb (Croatia) in June 2013. The convention accumulated a hundred and five top researchers from 23 nations lower than the convention subject matter “To Boldly Go... Extending the bounds of Advertising”. The booklet presents overseas cutting-edge examine with 23 articles through popular students from the global ICORIA network.

Show description

Read Online or Download Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising PDF

Best advertising books

Underdog Advertising

Underdog advertisements is written for the small-to-midsize enterprise that needs to compete opposed to larger businesses for revenues, marketplace percentage and model expertise. in response to confirmed inventive and strategic ads rules that experience built and sophisticated over the past twenty-five years, the e-book is helping smaller companies create and execute ads courses which are powerful within the face of robust pageant.

Radio Advertising

With [Bob Schulberg's] loss of life, radio misplaced a super suggest and an outstanding pal. thankfully, Bob's proficient son, Pete, is familiar with much approximately broadcasting, too either as a published newsman and a newspaper journalist masking the media. Pete has picked up the place his dad left off, bringing the publication brand new with a ability and thoroughness i do know Bob will be happy with.

Advertising in Modern and Postmodern Times (Published in association with Theory, Culture & Society)

This richly illustrated, incisive textual content produces the main whole severe creation to ads tradition. Filling a serious hole within the literature, advertisements in smooth and Postmodern occasions examines the kinds of buyer subjectivity because of of postmodern disruptions in time and house and the importance of ads for the id of latest shoppers.

Location-based Advertising im Kontext von Big Data: Determinanten der Konsumentenakzeptanz

Claudius Warwitz zeigt, dass Privatsphäre-Bedenken bei der Entscheidung, Location-based ads (LBA) zu nutzen, für den Konsumenten kaum eine Rolle spielen. Dagegen tragen model Attachment und Markenvertrauen gegenüber dem LBA-Anbieter und der beworbenen Marke entscheidend dazu bei, dass Konsumenten Location-based advertisements akzeptieren und nutzen.

Extra info for Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising

Example text

To test for H1a and H1b, a two-way independent ANOVA (3 levels of hue x 2 levels of involvement) was conducted, with the direct memory test score as the dependent variable. 16; hence. 26. This significant interaction indicates that involvement moderates the effect of hue on direct memory test performance (Baron and Kenny, 1986). e. involvement). 14. 57). Therefore, H1b is supported, while H1a receives only partial support. H2 was tested through a two-way independent ANOVA (3 levels of hue x 2 levels of involvement), with the indirect memory test score as the dependent Color in Print Advertising 37 variable.

A. 2012, “Color-in-context theory”, in P. Devine & A. Plant (eds), Advances in Experimental Social Psychology, Vol. 45, Academic Press, pp. 63-125. F. B. 1996, “Effect-size estimates: Issues and problems in interpretation”, Journal of Consumer Research, Vol. 23, No. 2,pp. 89-105. Fife-Schaw, C. 2006, “Principles of Statistical Inference Tests”, in G. M. Hammond, C. A. Smith (eds), Research Methods in Psychology, Sage Publications, London, pp. 378-413. C. & Morton, R. 2005, “Priming effects in explicit and implicit memory for textual advertisements”, Applied Psychology: An International Review, Vol.

Attour (2003), "The International Advertising Practices of Multinational Companies A Content Analysis Study" in: European Journal of Marketing, Vol. 37, No. 1/2, 154-168. ;M. Stead;R. Lowry;L. MacFadyen;D. McVey;L. Owen and K. Tomes (1998), "Using The Media to Tackle the Health Divide: Future Directions" in: Social Marketing Quarterly, Vol. 4, No. 3, 42-67. ;M. Stead and J. Webb (2004), "Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern" in: Psychology & Marketing, Vol.

Download PDF sample

Rated 4.60 of 5 – based on 47 votes