Advances in Advertising Research VIII

1. Front Matter

   Pages I-XI

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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

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.

• Branding
• Media
• Marketing
• Communication
• Audiences

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

  Vesna Zabkar

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

  Martin Eisend

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.

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