Advances in Advertising Research (Vol. 2) [electronic resource] : Breaking New Ground in Theory and Practice /
Okazaki, Shintaro.editor.
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.
Description based upon print version of record.
Preface; The European Advertising Academy (EAA); Table of Contents; Part I Product Placement and Gaming; Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company; 1 Introduction; 3 The Product Placement in Marketing. What's the Effectiveness in Video Games?; 3.1 Effectiveness of Product Placement in Video Games; 4 Research Questions and Objectives; 5 Methodology; 5 Results and Discussion; 6 Conclusions and Recommendations; 6.1 Limitations of the Research; 6.2 Recommendations for Future Research; 7 References; Appendix A. Interview Questions
Appendix B. Focus Group GuidelinesThe Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?; 1 Introduction; 2 Theoretical Background and Hypothesis Development; 3 Method; 3.1 Measures; 3.2 Procedure; 4 Main Study; 4.1 Manipulation Check; 4.2 Results; 5 Discussion; 5.1 Limitations and Future Research; 6 References; Differences in Children's Processing of Advergames and TV Commercials; 1 Introduction; 2 Differences between Advergames and TV Commercials; 3 The Role of Challenge in Influencing Children through Games; 4 Study
4.1 Method and Measures4.2 Results; 4.2.1 Results of the Mean Comparisons; 4.2.2 Results of the Interaction with Activated Persuasion Knowledge; 4.2.3 Results of the Influence of Challenge on Recognition and Persuasion; 4.3 Selected Limitations; 5 Discussion and Implications; 6 References; Part II Social Issues and Advertising; Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages; 1 Introduction; 2 Conceptual Framework and Research Questions; 2.1 The Role of Affect in Developing Cognitive Responses about Alzheimer Awareness Messages
2.2 The Role of Cognitive Responses about the Message in Developing Responses to the Alzheimer Issue3 Method; 3.1 Stimulus Development; 3.2 Procedure and Measures; 4 Results; 4.1 Analysis on the Complete Data Set; 4.2 Gender Differences; 4.3 Differences in Education Level; 5 Conclusions, Implications and Further Research; 6 References; Appendix; Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects; 1 Introduction; 2 Theory and Hypotheses; 2.1 'Core' Research Model
2.2 Moderating Effects on 'Environmental Information' Linkages3 Methods; 3.1 Sample; 3.2 Statistical Procedures; 3.2.1 'Core' Model Tests; 3.2.2 Moderation Analyses; 4 Results; 4.1 'Core' Model Results; 4.1.1 Psychometric Properties of the Scales; 4.1.2 Explaining Pro-environmental Behavior; 4.2 Moderation Results; 5 Discussion; 5.1 Implications for Environmental Awareness Campaigns; 5.2 Limitations and Future Research; 6 References; The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness; 1 Introduction
2 Literature Review
Includes bibliographical references.
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.
Marketing.
Marketing.