Advances in Advertising Research (Vol. 1)

1. Front Matter

   Pages I-XII

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2. Strategic Issues in Advertising, Branding and Communication

   1. Front Matter

      Pages 1-1

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   2. Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency

      • Maria Angeles Navarro, Elena Delgado, Maria Sicilia

      Pages 3-20

   3. Evaluation and Feedback Effects of Limited Editions in FMCG Categories

      • Franz-Rudolf Esch, Kai Winter

      Pages 21-36

   4. How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View

      • Shintaro Okazaki, András Bauer, Rafal Ohme, Radoslav Škapa

      Pages 37-46

   5. A Call for a Broader Range of Dependent Variables in Advertising Research

      • Lars Bergkvist

      Pages 47-57

   6. The Passive Shopping Stage: Keeping in Mind Brand Encounters

      • Anca C. Micu

      Pages 59-74

3. Advertising and Communication Content

   1. Front Matter

      Pages 75-75

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   2. Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation

      • Rainer Elste, Franz-Rudolf Esch, Alexander Kulikov

      Pages 77-96

   3. Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness

      • Wim Janssens, Patrick De Pelsmacker, Verolien Cauberghe

      Pages 97-109

   4. Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication

      • Marlize Terblanche-Smit, Nic S. Terblanche

      Pages 111-125

   5. Music in Advertising: Effects on Brand and Endorser Perception

      • Mark F. Zander, Vanessa Apaolaza-Ibáñez, Patrick Hartmann

      Pages 127-140

   6. An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion

      • Sandra Praxmarer, John R. Rossiter

      Pages 141-155

4. Advertising and Computer Games

   1. Front Matter

      Pages 157-157

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   2. Game Outcome and In-Game Advertising Effects

      • Gunnar Mau, Günter Silberer, Janin Gödecke

      Pages 159-170

   3. Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children

      • Martin Waiguny, Ralf Terlutter

      Pages 171-186

   4. Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site

      • Shintaro Okazaki, Maria Jesús Yagüe

      Pages 187-197

   5. Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads

      • Ivar Vermeulen, Enny Das, Rolien Duiven, Anika Batenburg, Camiel Beukeboom, Johan F. Hoorn et al.

      Pages 199-213

5. Advertising, Branding and Communication on the Internet

   1. Front Matter

      Pages 215-215

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   2. The Perceived Interactivity of Top Global Brand Websites and its Determinants

      • Hilde A.M. Voorveld, Peter C. Neijens, Edith G. Smit

      Pages 217-233

Research on advertising, branding and communication from an international perspective is essential in the face of the growing globalisation of markets, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for communication purposes, among them, advergames, mobile marketing and viral marketing. The goal of this book is to advance more systematic research in these fields from an international orientation. Renowned communication researchers from around the globe have contributed to the making of this book.

• Advergames
• Branding
• Communication
• Gender
• International Advertising
• Kommunikation
• Marketing
• Public Relations
• Virales Marketing
• Werbung

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

Prof. Dr. Ralf Terlutter is Professor at the Department of Marketing and International Management at the University of Klagenfurt, Austria.
Prof. Dr. Sandra Diehl is Professor at the Department of Media and Communication Sciences at the University of Klagenfurt, Austria.
Prof. Dr. Shintaro Okazaki is Professor at the Department of Finance and Marketing Research at the Autonomous University of Madrid, Spain.

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