Advances in Advertising Research (Vol. 2)

Chapter 1 Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

Chapter 2 The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

Chapter 3 Differences in Children’s Processing of Advergames and TV Commercials

Chapter 4 Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages

Chapter 6 The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness

Chapter 7 The Effectiveness of Emotional and Rational Regulatory (In)congruent Messages for a Fair Trade Campaign

Chapter 8 The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising

Chapter 9 The (B)old and the Beautiful: Investigating the Preference of Senior Consumers Concerning (the Age of) Models Used in Advertising

Chapter 10 Children’s Advertising Literacy: Do BMI, Body Shape Perception, Self-Esteem and TV Exposure Matter?

Chapter 11 The Relevance of Life Changing Situations for Media Usage and their Relevance as a Segmentation Strategy for Media Companies and Advertisers

Chapter 12 An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials

Chapter 13 The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour

Chapter 14 The Impact of e-WOM: Determinants of Influence

Chapter 15 Who’s Afraid of Ubiquitous Promotion? Exploring the Effects of Privacy Concerns

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

Chapter 17 Effects of Message Appeal when Communicating CSR Initiatives

Chapter 18 The Effectiveness of Publicity versus Advertising: A Meta-Analysis

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

Chapter 20 Living Brands: Consumer Reactions toward Online Experienced-based Marketing Communication

Chapter 21 What is the Best Communication Strategy (Integration vs. Repetition) to Persuade Consumers? An Analysis across Levels of Brand Familiarity

Chapter 22 Text or Pictures? Effectiveness of Verbal Information and Visual Cues in Advertisements for New Brands versus Extensions

Chapter 23 Assessing the Quality of Self-reported Measures and the Reliability of Empirical Findings: Exploring Creativity Differences across Worldwide Agency Creatives and Managers

Chapter 24 Public Opinion towards Digital Billboards in the United States: An Analysis of Recent Polls

Chapter 25 The Response Surface Process for Optimal Allocation of Media Budgets

Chapter 26 QR Code Mobile Promotion: An Initial Inquiry

Chapter 27 Perceived Expertise vs. Perceived Trustworthiness: The Suppressed Effect of Source Type on Review Attitude

Chapter 28 A Study on the Impact of TV Advertising Contacts during Dinner

Chapter 29 Effects of Celebrity Endorsers’ Attractiveness and Expertise on Brand Recall of Transformational and Informational Products

Chapter 30 A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals

Chapter 31 Figuratively Bleeding or Just Bleeding? Exploring Consumers’ Personal Values and Emotions within Simple and Rhetorically Constructed Violent Ad Contexts!