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International Advertising and Communication

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Cover of 'International Advertising and Communication'

Table of Contents

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    Book Overview
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    Chapter 1 The role of product involvement in advertising message perception and believability
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    Chapter 2 Interview based STAS and the effect of print advertising
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    Chapter 3 It’s all about catching the reader’s attention
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    Chapter 4 The effect of the integration of different acoustic and visual stimuli depending on target groups involvement
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    Chapter 5 A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods
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    Chapter 6 Unconscious processing of advertising and its effects upon attitude and behaviour
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    Chapter 7 Processing outdoor posters: product- and brand recognition in a split of a second
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    Chapter 8 Rhetoric in advertising: attitudes towards schemes and tropes in text and image
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    Chapter 9 A window to the consumer’s mind: application of functional brain imaging techniques to advertising research
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    Chapter 10 Creating powerful brand names
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    Chapter 11 How do marketing-events work? Marketing-events and brand attitudes
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    Chapter 12 Effects of green brand communication on brand associations and attitude
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    Chapter 13 Effects of mood and argument strength on product evaluation in a personal sales conversation
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    Chapter 14 How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity
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    Chapter 15 Media-based and non media-based factors influencing purchase behavior and differences due to consumers’ personality
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    Chapter 16 Increasing family democracy and the implications for advertising
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    Chapter 17 A gender portrayal of children’s television commercials in mainland China
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    Chapter 18 Gender portrayals and the gender of nations: an extended study in Asian cultures
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    Chapter 19 Effects of interactive and imagery-strong websites
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    Chapter 20 Comparative evaluation of American brands’ websites in Europe: what do they standardise?
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    Chapter 21 Integrated marketing communications in mobile context
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    Chapter 22 The GLOBE study — applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research
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    Chapter 23 Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions
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    Chapter 24 Assessing measurement invariance of ordinal indicators in cross-national research
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    Chapter 25 Retail advertising: an empirical comparison between German and French consumers
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    Chapter 26 The future of international advertising research: suggestions for moving the discipline forward
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Citations

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24 Mendeley
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Title
International Advertising and Communication
Published by
DUV, September 2006
DOI 10.1007/3-8350-5702-2
ISBNs
978-3-83-500455-9, 978-3-83-505702-9
Editors

Diehl, Sandra, Terlutter, Ralf

Mendeley readers

The data shown below were compiled from readership statistics for 24 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
United Kingdom 1 4%
Portugal 1 4%
Unknown 22 92%

Demographic breakdown

Readers by professional status Count As %
Student > Bachelor 9 38%
Student > Ph. D. Student 6 25%
Student > Master 2 8%
Student > Doctoral Student 1 4%
Professor 1 4%
Other 2 8%
Unknown 3 13%
Readers by discipline Count As %
Business, Management and Accounting 10 42%
Arts and Humanities 4 17%
Social Sciences 2 8%
Computer Science 1 4%
Earth and Planetary Sciences 1 4%
Other 3 13%
Unknown 3 13%