Umfang:
Online-Ressource (XII, 412S. 53 Abb, digital)
ISBN:
9783834960061
Serie:
SpringerLink
Inhalt:
Strategic Issues in Advertising, Branding and Communication -- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency -- Evaluation and Feedback Effects of Limited Editions in FMCG Categories -- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View -- A Call for a Broader Range of Dependent Variables in Advertising Research -- The Passive Shopping Stage: Keeping in Mind Brand Encounters -- Advertising and Communication Content -- Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation -- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness -- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication -- Music in Advertising: Effects on Brand and Endorser Perception -- An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion -- Advertising and Computer Games -- Game Outcome and In-Game Advertising Effects -- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children -- Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site -- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads -- Advertising, Branding and Communication on the Internet -- The Perceived Interactivity of Top Global Brand Websites and its Determinants -- Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities -- Making Money on eBay by Relieving Risk -- Assessing the Probability of Internet Banking Adoption -- Gender and Advertising, Branding and Communication -- Gender Stereotyping in Advertising on Public and Private TV Channels in Germany -- A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong) -- Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities? -- Media Placement, Brand Placement, Public Relations and Viral Marketing -- Media Placement versus Advertising Execution -- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention -- What are the Effects of a Combination of Advertising and Brand Placement? -- Personal Branding and the Role of Public Relations -- Agent-Based Modelling: A New Approach in Viral Marketing Research.
Inhalt:
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.
Anmerkung:
Literaturangaben
,
The European Advertising Academy (EAA); Preface; Contents; Part I Strategic Issues in Advertising, Branding and Communication; Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency; 1 Abstract; 2 Introduction; 3 Conceptual framework and hypotheses; 4 Methodology; 5 Results; 6 Conclusions; References; Appendix I; Appendix II; Evaluation and Feedback Effects of Limited Editions in FMCG Categories; 1 Abstract; 2 Introduction; 3 Research objective; 4 Theoretical background; 5 Hypotheses; 6 Results; 7 Conclusions; 8 Limitations and future research; References
,
AppendixHow Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View; 1 The expansion of the European Union; 2 Study approach; 3 Method; 4 Results; 5 Limitations; 6 Discussion and synthesis; 7 Future extension; References; A Call for a Broader Range of Dependent Variables in Advertising Research; 1 Introduction; 2 Subjective norm; 3 Perceived behavioral control; 4 Attitude confidence; 5 Discussion; References; The Passive Shopping Stage: Keeping in Mind Brand Encounters; 1 Introduction; 2 The Passive-Active Continuum; 3 Satisfaction and loyalty
,
4 Advertising versus promotions5 Method; 6 Results; 7 Discussion; References; Part II Advertising and Communication Content; Missing for One, Unique for the Other - How Missing Attributes Affect Brand Evaluation; 1 Abstract; 2 Purpose of the study; 3 Theoretical background; 4 Experiments; 5 Managerial implications; References; Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness; 1 Abstract; 2 Purpose of the study; 3 Conceptual framework and hypothesis; 4 Data collection; 5 Results
,
6 Discussion, conclusions and suggestions for further researchReferences; Appendix: advertisements; Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication; 1 Abstract; 2 Introduction; 3 Theoretical background; 4 Research objectives; 5 Hypotheses development; 6 Research methodology; 7 Major findings; 8 Implications and conclusions; References; Music in Advertising: Effects on Brand and Endorser Perception; 1 Abstract; 2 Theoretical background; 3 Objective and hypothesis; 4 Research design; 5 Research findings; 6 Conclusions; References
,
An Investigation of Alternative Explanations for the Positive Effect of a Presenter's Attractiveness on Persuasion1 Purpose of the study; 2 Theoretical background; 3 Method; 4 Results; 5 Discussion; 6 Future research; References; Part III Advertising and Computer Games; Game Outcome and In-Game Advertising Effects; 1 Introduction; 2 Hypotheses development; 3 Method; 4 Results; 5 Discussion and implications; References; Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children; 1 Abstract; 2 Introduction; 3 Advergaming: a new form of advertising?
,
4 The nature of advergames and their impact on entertainment
Weitere Ausg.:
ISBN 9783834921116
Weitere Ausg.:
Buchausg. u.d.T. Cutting edge international research Wiesbaden : Gabler, 2010 ISBN 9783834921116
Sprache:
Deutsch
Fachgebiete:
Wirtschaftswissenschaften
Schlagwort(e):
Werbung
;
Werbung
;
Konferenzschrift
DOI:
10.1007/978-3-8349-6006-1
URL:
Volltext
(lizenzpflichtig)
Mehr zum Autor:
Okazaki, Shintaro
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