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European Advertising Academy

Advances in Advertising Research (Vol. 2)

Breaking New Ground in Theory and Practice

Editors: Okazaki, Shintaro (Ed.)

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-8349-6854-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $139.99
price for USA in USD
  • ISBN 978-3-8349-3134-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable
value for advancing our knowledge.

About the authors

Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

Table of contents (31 chapters)

  • Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

    Bigné, Enrique (et al.)

    Pages 3-20

  • The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

    Vaerenbergh, Yves (et al.)

    Pages 21-33

  • Differences in Children’s Processing of Advergames and TV Commercials

    Waiguny, Martin K. J. (et al.)

    Pages 35-51

  • Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages

    Lewi, Martine (et al.)

    Pages 55-73

  • Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects

    Frutos, Nieves García (et al.)

    Pages 75-90

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-8349-6854-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $139.99
price for USA in USD
  • ISBN 978-3-8349-3134-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Advances in Advertising Research (Vol. 2)
Book Subtitle
Breaking New Ground in Theory and Practice
Editors
  • Shintaro Okazaki
Series Title
European Advertising Academy
Copyright
2011
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8349-6854-8
DOI
10.1007/978-3-8349-6854-8
Softcover ISBN
978-3-8349-3134-4
Series ISSN
2626-0328
Edition Number
1
Number of Pages
XII, 490
Number of Illustrations
44 b/w illustrations
Topics