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Advances in Advertising Research (Vol. 2)

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Cover of 'Advances in Advertising Research (Vol. 2)'

Table of Contents

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    Book Overview
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    Chapter 1 Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company
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    Chapter 2 The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?
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    Chapter 3 Differences in Children’s Processing of Advergames and TV Commercials
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    Chapter 4 Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages
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    Chapter 5 Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects
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    Chapter 6 The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness
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    Chapter 7 The Effectiveness of Emotional and Rational Regulatory (In)congruent Messages for a Fair Trade Campaign
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    Chapter 8 The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising
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    Chapter 9 The (B)old and the Beautiful: Investigating the Preference of Senior Consumers Concerning (the Age of) Models Used in Advertising
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    Chapter 10 Children’s Advertising Literacy: Do BMI, Body Shape Perception, Self-Esteem and TV Exposure Matter?
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    Chapter 11 The Relevance of Life Changing Situations for Media Usage and their Relevance as a Segmentation Strategy for Media Companies and Advertisers
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    Chapter 12 An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials
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    Chapter 13 The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour
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    Chapter 14 The Impact of e-WOM: Determinants of Influence
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    Chapter 15 Who’s Afraid of Ubiquitous Promotion? Exploring the Effects of Privacy Concerns
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    Chapter 16 Determinants of the Impact of Crises on Organizational Reputation: An Experimental Test of Crisis Communication Strategies and the Moderating Impact of Locus of Control
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    Chapter 17 Effects of Message Appeal when Communicating CSR Initiatives
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    Chapter 18 The Effectiveness of Publicity versus Advertising: A Meta-Analysis
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    Chapter 19 Attention Battle; the Abilities of Brand, Visual, and Text Characteristics of the Ad to Draw Attention versus the Diverting Power of the Direct Magazine Context
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    Chapter 20 Living Brands: Consumer Reactions toward Online Experienced-based Marketing Communication
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    Chapter 21 What is the Best Communication Strategy (Integration vs. Repetition) to Persuade Consumers? An Analysis across Levels of Brand Familiarity
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    Chapter 22 Text or Pictures? Effectiveness of Verbal Information and Visual Cues in Advertisements for New Brands versus Extensions
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    Chapter 23 Assessing the Quality of Self-reported Measures and the Reliability of Empirical Findings: Exploring Creativity Differences across Worldwide Agency Creatives and Managers
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    Chapter 24 Public Opinion towards Digital Billboards in the United States: An Analysis of Recent Polls
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    Chapter 25 The Response Surface Process for Optimal Allocation of Media Budgets
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    Chapter 26 QR Code Mobile Promotion: An Initial Inquiry
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    Chapter 27 Perceived Expertise vs. Perceived Trustworthiness: The Suppressed Effect of Source Type on Review Attitude
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    Chapter 28 A Study on the Impact of TV Advertising Contacts during Dinner
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    Chapter 29 Effects of Celebrity Endorsers’ Attractiveness and Expertise on Brand Recall of Transformational and Informational Products
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    Chapter 30 A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals
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    Chapter 31 Figuratively Bleeding or Just Bleeding? Exploring Consumers’ Personal Values and Emotions within Simple and Rhetorically Constructed Violent Ad Contexts!
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Advances in Advertising Research (Vol. 2)
Published by
Springer Science & Business Media, June 2011
DOI 10.1007/978-3-8349-6854-8
978-3-83-496854-8, 978-3-83-493134-4

Okazaki, Shintaro

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Mendeley readers

The data shown below were compiled from readership statistics for 96 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
United States 3 3%
Turkey 1 1%
Unknown 92 96%

Demographic breakdown

Readers by professional status Count As %
Student > Master 24 25%
Student > Ph. D. Student 22 23%
Student > Doctoral Student 13 14%
Student > Bachelor 7 7%
Researcher 7 7%
Other 18 19%
Unknown 5 5%
Readers by discipline Count As %
Business, Management and Accounting 40 42%
Social Sciences 17 18%
Computer Science 9 9%
Economics, Econometrics and Finance 7 7%
Psychology 4 4%
Other 8 8%
Unknown 11 11%