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Advances in Advertising Research (Vol. 1)

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Cover of 'Advances in Advertising Research (Vol. 1)'

Table of Contents

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    Book Overview
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    Chapter 1 Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency
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    Chapter 2 Evaluation and Feedback Effects of Limited Editions in FMCG Categories
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    Chapter 3 How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View
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    Chapter 4 A Call for a Broader Range of Dependent Variables in Advertising Research
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    Chapter 5 The Passive Shopping Stage: Keeping in Mind Brand Encounters
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    Chapter 6 Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation
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    Chapter 7 Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness
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    Chapter 8 Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication
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    Chapter 9 Music in Advertising: Effects on Brand and Endorser Perception
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    Chapter 10 An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion
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    Chapter 11 Game Outcome and In-Game Advertising Effects
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    Chapter 12 Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children
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    Chapter 13 Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site
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    Chapter 14 Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads
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    Chapter 15 The Perceived Interactivity of Top Global Brand Websites and its Determinants
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    Chapter 16 Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities
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    Chapter 17 Making Money on eBay by Relieving Risk
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    Chapter 18 Assessing the Probability of Internet Banking Adoption
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    Chapter 19 Gender Stereotyping in Advertising on Public and Private TV Channels in Germany
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    Chapter 20 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)
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    Chapter 21 Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?
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    Chapter 22 Media Placement versus Advertising Execution
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    Chapter 23 Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention
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    Chapter 24 What are the Effects of a Combination of Advertising and Brand Placement?
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    Chapter 25 Personal Branding and the Role of Public Relations
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    Chapter 26 Agent-Based Modelling: A New Approach in Viral Marketing Research
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Title
Advances in Advertising Research (Vol. 1)
Published by
Springer-Verlag, June 2010
DOI 10.1007/978-3-8349-6006-1
ISBNs
978-3-83-492111-6, 978-3-83-496006-1
Editors

Terlutter, Ralf, Diehl, Sandra, Okazaki, Shintaro

Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 19 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Germany 1 5%
Unknown 18 95%

Demographic breakdown

Readers by professional status Count As %
Student > Master 8 42%
Student > Bachelor 5 26%
Student > Ph. D. Student 3 16%
Student > Doctoral Student 2 11%
Other 1 5%
Other 0 0%
Readers by discipline Count As %
Business, Management and Accounting 10 53%
Social Sciences 4 21%
Economics, Econometrics and Finance 3 16%
Psychology 1 5%
Computer Science 1 5%
Other 0 0%