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International Advertising and Communication

Current Insights and Empirical Findings

  • Book
  • © 2006

Overview

Editors:
  1. Sandra Diehl
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    You can also search for this editor in PubMed   Google Scholar

  2. Ralf Terlutter
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Part of the book series: Forschungsgruppe Konsum und Verhalten (FGKV)

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Table of contents (26 chapters)

  1. Front Matter

    Pages I-X
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  3. Advertising and Information Processing

    1. Front Matter

      Pages 107-107
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    2. Unconscious processing of advertising and its effects upon attitude and behaviour

      • Larry Percy
      Pages 109-121

    3. Processing outdoor posters: product- and brand recognition in a split of a second

      • Mandy Klerkx, Lex van Meurs
      Pages 123-139

    4. Rhetoric in advertising: attitudes towards schemes and tropes in text and image

      • Renske van Enschot, Hans Hoeken, Margot van Mulken
      Pages 141-162

    5. A window to the consumer’s mind: application of functional brain imaging techniques to advertising research

      • Dieter Ahlert, Peter Kenning, Hilke Plassmann
      Pages 163-178

  4. Communication and Branding

    1. Front Matter

      Pages 179-179
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    2. Creating powerful brand names

      • Tobias Langner, Franz-Rudolf Esch, John R. Rossiter
      Pages 181-197

    3. How do marketing-events work? Marketing-events and brand attitudes

      • Kerstin Weihe, Gunnar Mau, Günter Silberer
      Pages 199-216

    4. Effects of green brand communication on brand associations and attitude

      • Patrick Hartmann, Vanessa Apaolaza Ibáñez
      Pages 217-236
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Keywords

About this book

Worldwide, international communication, and in particular international - vertising have become critical areas in communication research. The growing globalisation of markets requires firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from around the globe have contr- uted to the making of this book. The contributors hail from countries throughout Europe, as well as from the U.S., Asia and Australia. This international mix of authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communi- tion. The text includes cross-cultural investigations, as well as studies represe- ing the respective countries of the researchers. Several of the contributions are th expanded papers from the 4 ICORIA (International Conference on Research in Advertising; www.icoria.org), which took place at Saarland University in Sa- bruecken in 2005. The book addresses a number of important areas of communication - search: advertising and communication effects; advertising and information processing; communication and branding; emotional, social and individual aspects of communication; communication and new media; international adv- tising and, finally, perspectives on the future of international advertising. - spite the great variety of issues covered, all papers are united in their desire to move international communication research forward.

About the authors

Dr. Sandra Diehl ist Assistentin am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
PD Dr. Ralf Terlutter ist Assistent am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.

Bibliographic Information

  • Book Title: International Advertising and Communication

  • Book Subtitle: Current Insights and Empirical Findings

  • Editors: Sandra Diehl, Ralf Terlutter

  • Series Title: Forschungsgruppe Konsum und Verhalten

  • DOI: https://doi.org/10.1007/3-8350-5702-2

  • Publisher: Deutscher Universitätsverlag Wiesbaden

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

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2006

  • Softcover ISBN: 978-3-8350-0455-9Published: 27 June 2006

  • eBook ISBN: 978-3-8350-5702-9Published: 19 September 2006

  • Series ISSN: 2628-2038

  • Series E-ISSN: 2628-2046

  • Edition Number: 1

  • Number of Pages: X, 513

  • Topics: Marketing

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