New PDF release: Advances in Advertising Research, Volume 2

By Shintaro Okazaki

ISBN-10: 3834931349

ISBN-13: 9783834931344

Advances in advertisements study sequence are released every year by means of the eu ads Academy (EAA). This quantity grew out of analysis papers awarded on the ninth ICORIA (International convention on learn in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned ads, conversation, and advertising students positioned around the world, thereby atmosphere an instance of variety and plurality in our ICORIA neighborhood. The aim of this e-book is breaking new floor in either thought and perform. every one bankruptcy attempts to make clear tough issues and supply insights which are huge price for advancing our wisdom.

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Extra info for Advances in Advertising Research, Volume 2

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Hudson, D. (2006). Branded entertainment: A new advertising technique of product placement in disguise? Journal of Marketing Management, Vol. 22, nos. 5-6, 489-504. Ivory, J. & Kalyanaraman, S. (2007). The effects of technological advancement and violent content in video games on players’ feeling of presence, involvement, physiological arousal and aggression. Journal of Communications, Vol. 57, 532-555. Keller, K. (2003). Brand synthesis: The multidimensionality of brand knowledge. 4, 595-600.

5 Discussion This study experimentally explores the impact of the amount of brand repetitions in song lyrics on the brand attitude and tests whether this relationship is moderated by the attitude toward the artist. Contrary to our expectations, our results indicate that for both artists who are either positively or negatively perceived by the audience, higher repetitions of the brand name have a higher positive influence on the brand attitude. These results contradict prior research on the moderating effects of attitudes toward the artist in a product placement context.

Accessed 8 July, 2009]. Panda, T. (2006). Consumer responses to brand placement in films. South Asian Journal of Management, Vol. 11, No. 4, 7-25. Pardun, C. & McKee, K. (2000). Product placements as public relations. Public Relations Review, Vol. 25, No. 4, 481-493. , & Smit, E. (2007). Effects of television brand placement on brand image. Psychology and Marketing, Vol. 24, No. 5, 403-420. , & Rupp M. (2008). Hot licensing issues in the video game industry The Licensing Journal, (February), 14-23 Russell, C.

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Advances in Advertising Research, Volume 2 by Shintaro Okazaki

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