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Advances in Advertising Research VIII

Challenges in an Age of Dis-Engagement

  • Book
  • © 2017

Overview

Editors:
  1. Vesna Zabkar

    1. University of Ljubljana, Faculty of Economics , Ljubljana, Slovenia

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    You can also search for this editor in PubMed   Google Scholar

  2. Martin Eisend

    1. Faculty of Business Administration and Economics, European University Viadrina , Frankfurt (Oder), Germany

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Collection of essays on advertising, communication, marketing and media management?
  • Publication in the field of economic sciences
  • Essays on advertising effectiveness
  • Includes supplementary material: sn.pub/extras

Part of the book series: European Advertising Academy (EAA)

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Table of contents (21 chapters)

  1. Front Matter

    Pages I-XI
    Download chapter PDF

  2. A Τypology of Minimalism in Advertising

    • Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas, Yorgos Zotos
    Pages 1-15

  3. Article or Ad? Readers’ Recognition and Evaluations of Native Advertisements on Online News Websites

    • Simone Krouwer, Karolien Poels
    Pages 17-30

  4. Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect?

    • Barbara Keller, Heribert Gierl
    Pages 31-44

  5. Can Disclosures Aid Children’s Recognition of TV and Website Advertising?

    • Ini Vanwesenbeeck, Suzanna J. Opree, Tim Smits
    Pages 45-57

  6. Do Online Reviews Affect Customers Differently When They Are Actually Read?

    • Ewa Maslowska, Edward C. Malthouse, Vijay Viswanathan
    Pages 59-70

  7. Don’t Disturb the Dead: Consumers’ Attitude toward Promotional Messages on Post-Mortem Facebook Pages

    • Benjamin Boeuf, Jessica Darveau
    Pages 71-83

  8. Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity

    • Anneroos R. Smink, Eva A. van Reijmersdal, Sophie C. Boerman
    Pages 85-96

  9. External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand

    • Alicja Grochowska, Andrzej Falkowski
    Pages 97-107

  10. Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study

    • Jose Manuel Ausin, Jaime Guixeres, Enrique Bigné, Mariano Alcañiz
    Pages 109-122

  11. High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products

    • Stefan Thomas, Heribert Gierl
    Pages 123-137

  12. In Arabic, English, or a Mix? Egyptian Consumers’ Response to Language Choice in Product Advertisements, and the Role of Language Attitudes

    • Andreu van Hooft, Frank van Meurs, Danique Spierts
    Pages 139-153

  13. In the Beginning Was the Word: Establishing the Foundations for Creativity Research in Rhetoric Theory

    • Alexander Tevi, Scott Koslow
    Pages 155-167

  14. Increasing Co-Product Evaluations by Using Integrative Logos

    • Antonia Kraus, Heribert Gierl
    Pages 169-182

  15. Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective

    • Morteza Abolhasani, Steve Oakes
    Pages 183-196

  16. Media Multitasking and the Role of Task Relevance in Background Advertising Processing

    • Edith G. Smit, Claire M. Segijn, Wendalin van de Giessen, Verena M. Wottrich, Lisa Vandeberg, Hilde A. M. Voorveld
    Pages 197-212

  17. Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads

    • Carina Havlicek, Eva Marckhgott
    Pages 213-225

  18. Partnership in the Forefront: Advertising Agencies’ Roles and Business Clients’ Loyalty

    • Maja Arslanagic-Kalajdzic, Vesna Zabkar
    Pages 227-236

  19. Reflection of Values-Practices Inconsistency in Advertising from Finland

    • Salman Saleem, Jorma Larimo
    Pages 237-251

  20. Salient Appeals in Advertising Promoting Breast Self-Examination and Mammography Examination

    • Fanny V. Dobrenova, Sonja Grabner-Kräuter, Sandra Diehl, Ralf Terlutter
    Pages 253-267
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Keywords

About this book

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

Editors and Affiliations

  • University of Ljubljana, Faculty of Economics , Ljubljana, Slovenia

    Vesna Zabkar

  • Faculty of Business Administration and Economics, European University Viadrina , Frankfurt (Oder), Germany

    Martin Eisend

About the editors

Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.  

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Bibliographic Information

  • Book Title: Advances in Advertising Research VIII

  • Book Subtitle: Challenges in an Age of Dis-Engagement

  • Editors: Vesna Zabkar, Martin Eisend

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-18731-6

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH 2017

  • Hardcover ISBN: 978-3-658-18730-9Published: 29 June 2017

  • Softcover ISBN: 978-3-658-21520-0Published: 12 May 2018

  • eBook ISBN: 978-3-658-18731-6Published: 15 June 2017

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XI, 293

  • Number of Illustrations: 38 b/w illustrations

  • Topics: Marketing

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