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Produktbild: Advances in Advertising Research (Vol. 1)

Advances in Advertising Research (Vol. 1) Cutting Edge International Research

Aus der Reihe European Advertising Academy

Fr. 118.00

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

25.06.2010

Abbildungen

XII, 412 S.

Herausgeber

Ralf Terlutter + weitere

Verlag

Betriebswirtschaftlicher Verlag Gabler

Seitenzahl

412

Maße (L/B/H)

21.6/15.3/2.8 cm

Gewicht

663 g

Auflage

2010

Sprache

Deutsch

ISBN

978-3-8349-2111-6

Beschreibung

Rezension

"[...] dieses Herausgeberwerk [leistet] aufgrund seiner inhaltlichen Breite und den innovativen Beiträgen einen wertvollen Impuls für die Kommunikations- und Markenforschung." transfer - Werbeforschung & Praxis, 4-2010

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

25.06.2010

Abbildungen

XII, 412 S.

Herausgeber

Verlag

Betriebswirtschaftlicher Verlag Gabler

Seitenzahl

412

Maße (L/B/H)

21.6/15.3/2.8 cm

Gewicht

663 g

Auflage

2010

Sprache

Deutsch

ISBN

978-3-8349-2111-6

Herstelleradresse

Gabler, Betriebswirt.-Vlg
Abraham-Lincoln-Str. 46
65189 Wiesbaden
DE

Email: GPSR Kontakt

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  • Produktbild: Advances in Advertising Research (Vol. 1)
  • Strategic Issues in Advertising, Branding and Communication.- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency.- Evaluation and Feedback Effects of Limited Editions in FMCG Categories.- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View.- A Call for a Broader Range of Dependent Variables in Advertising Research.- The Passive Shopping Stage: Keeping in Mind Brand Encounters.- Advertising and Communication Content.- Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation.- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness.- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication.- Music in Advertising: Effects on Brand and Endorser Perception.- An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion.- Advertising and Computer Games.- Game Outcome and In-Game Advertising Effects.- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children.- Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site.- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads.- Advertising, Branding and Communication on the Internet.- The Perceived Interactivity of Top Global Brand Websites and its Determinants.- Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities.- Making Money on eBay by Relieving Risk.- Assessing the Probability of Internet Banking Adoption.- Gender and Advertising, Branding and Communication.- Gender Stereotyping in Advertising on Public andPrivate TV Channels in Germany.- 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).- Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?.- Media Placement, Brand Placement, Public Relations and Viral Marketing.- Media Placement versus Advertising Execution.- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention.- What are the Effects of a Combination of Advertising and Brand Placement?.- Personal Branding and the Role of Public Relations.- Agent-Based Modelling: A New Approach in Viral Marketing Research.