Download Advances in Advertising Research (Vol. 2): Breaking New by Enrique Bigné, Inés Küster, Asunción Hernández, Torpong PDF

By Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)

Advances in ads learn sequence are released each year by way of the ecu advertisements Academy (EAA). This quantity grew out of analysis papers awarded on the ninth ICORIA (International convention on learn in ads) which used to be held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The convention concerned advertisements, conversation, and advertising students positioned around the globe, thereby environment an instance of variety and plurality in our ICORIA neighborhood. The aim of this publication is breaking new floor in either thought and perform. each one bankruptcy attempts to make clear not easy subject matters and provide insights which are of considerable
price for advancing our knowledge.

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Extra info for Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice

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2007) found that the frequency of placement has a positive impact on the evaluation of the brand in a TV show: the more frequent a brand is placed within a television show, the more favorable the attitudes toward that brand become. In a similar vein, Van Reijmersdal et al. (2007) showed that the image of brands placed in a TV show changed after two or more exposures. These results indicate that the brand attitudes should become more favorable with an increasing number of repetitions. This paper proposes that the effect of brand name repetition on brand attitude in song lyrics will vary depending on audiences’ attitude toward the artist.

2006). Consumer responses to brand placement in films. South Asian Journal of Management, Vol. 11, No. 4, 7-25. Pardun, C. & McKee, K. (2000). Product placements as public relations. Public Relations Review, Vol. 25, No. 4, 481-493. , & Smit, E. (2007). Effects of television brand placement on brand image. Psychology and Marketing, Vol. 24, No. 5, 403-420. , & Rupp M. (2008). Hot licensing issues in the video game industry The Licensing Journal, (February), 14-23 Russell, C. (1998). Toward a framework for product placement: Theoretical propositions.

2005) “Cashing in on crashed via brand placement in computer games”, in: International Journal of Advertising, 24(3), 321-343. A. W. (1987), “Classical conditioning of consumer attitudes: Four experiments in an advertising context”, in: Journal of Consumer Research, 15, 334-349. J. & Janiszewski, C. (2010), “Evaluative conditioning procedures and the resilience of conditioned brand attitudes”, in: Journal of Consumer Research, 37, 473489. D. & Shimp, T. (1998) “Endorsers in advertising: The case of negative celebrity information”, in: Journal of Advertising, 27(1), 67-74.

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