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The Resource Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement

Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement

Label
Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement
Title
Advances in Advertising Research VIII
Title remainder
Challenges in an Age of Dis-Engagement
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Contributor
Subject
Language
eng
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Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
European Advertising Academy Ser
Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement
Label
Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4879843
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Copyright
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Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Advances in Advertising Research: Challenges in an Age of Dis-Engagement -- Table of Contents -- 1 A Xypology of Minimalism in Advertising -- Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas, and Yorgos Zotos -- 1 Introduction and Purpose of the Study -- 2 Literature Review -- 2.1 The Dynamic Nature of Minimalism -- 2.2 Minimalism: From Architecture to Advertising -- 2.3 Minimalism in Marketing and Advertising -- 2.4 Developing a Typology for Minimal Advertising -- 2.4.1 The Salience of Space -- 2.4.2 The Complementary Role of Images -- 2.4.3 Text -- 3 Methodology -- 3.1 The Typology -- 3.2 The Process -- 4 Analysis and Discussion -- 5 Conclusions -- 6 Limitations and Further Research -- 7 References -- 2 Article or Ad? Readers' Recognition and Evaluations of Native Advertisements on Online News Websites -- 1 Introduction -- 2 Conceptual Framework -- 2.1 Recognizing Native Advertisements -- 2.2 Credibility of Native Advertisements -- 2.3 News Website Credibility -- 3 Method -- 3.1 Procedures and Measurements -- 4 Results -- 5 Discussion and Implications -- 6 Limitations and Future Research -- 7 Acknowledgements -- 8 References -- 3 Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect? -- 1 Introduction -- 2 Theoretical Considerations -- 3 Prior Research -- 3.1 The Likeability of Letters when Self-Concept is not Activated -- 3.2 The Likeability of Letters Depending on the Activation of the Self-Concept -- 3.3 The Likeability of Initial Letters of Brand Names -- 3.4 Birthday-Number Effect -- 4 Hypotheses -- 5 Experiment -- 5.1 Experimental Design -- 5.2 Test Stimuli -- 5.3 Measures and Sample -- 5.4 Results -- 5.5 Hypotheses Tests -- 5.6 Interpretation -- 5.7 Limitations -- 6 Implications -- 6.1 Implication for Theory -- 6.2 Implication for Practice -- 7 References
  • 4 Can Disclosures Aid Children's Recognition of TV and Website Advertising? -- 1 Introduction -- 2 Theory -- 2.1 Children's Recognition of Television and Internet Advertising -- 2.2 Effectiveness of Disclosures for Television and Internet Advertising -- 3 Method -- 4 Results -- 4.1 Children's Recognition of Television and Internet Advertising -- 4.2 Effectiveness of Disclosures for Television and Internet Advertising -- 5 Conclusion and Discussion -- 6 References -- 5 Do Online Reviews Affect Customers Differently When They Are Actually Read? -- 1 Introduction -- 2 Theoretical Framework -- 2.1 How Do Review Valence and Volume Affect Consumers? -- 2.2 Routes of Information Processing -- 2.3 The Role of Review Exposure -- 2.4 The Effect of Product Involvement -- 2.5 The Intertwined Effects of Review Valence, Volume, Exposure and Product Involvement -- 3 Method -- 4 Results -- 5 Discussion -- 6 References -- 6 Don't Disturb the Dead: Consumers' Attitude toward Promotional Messages on Post-Mortem Facebook Pages -- 1 Introduction -- 2 Theoretical Background -- 2.1 Death and Social Media -- 2.2 Celebrity Culture and Social Media -- 2.3 Sacralization -- 3 Hypotheses Development -- 4 Study -- 4.1 Method -- 4.2 Results -- 4.2.1 Manipulation Checks -- 4.2.2 Test of Research Hypotheses -- 5 General Discussion -- 5.1 Theoretical Implications -- 5.2 Managerial Implications -- 5.3 Limitations and Future Research -- 6 Acknowledgments -- 7 References -- 7 Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity -- 1 Introduction -- 2 Theoretical Background -- 2.1 Effects of Brand Placement Disclosures on Visual Attention and Persuasion Knowledge -- 2.2 Effects of Brand Placement Disclosures on Brand Memory -- 2.3 Effects of Brand Placement Disclosures on Brand Attitude
  • 2.4 Moderating Effect of Brand Familiarity -- 3 Method -- 3.1 Participants and Procedure -- 3.2 Stimulus Material -- 3.3 Measures -- 4 Results -- 5 Discussion -- 6 References -- 8 External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand -- 1 Introduction -- 2 Method -- 2.1 Participants -- 2.2 Stimuli: Magazines and Advertisements -- 2.3 Experimental Design -- 2.4 Measurement of the Coherence of Advertisements -- 2.5 Affective Measures -- 2.6 Purchase Intention Measure -- 2.7 Procedure -- 3 Results -- 3.1 The Affinity Index as a Measure of Conceptual Coherence of an Advertisement -- 3.2 The Effects of Ad-Magazine Congruency (External Context) on the Conceptual Coherence of Advertisements -- 3.3 The Effects of Ad-Magazine Congruency (External Context) on Affective Evaluation -- 3.4 The Effects of Motivational Attitude (Internal Context) on the Conceptual Coherence of Advertisements -- 4 Conclusions -- 5 References -- 9 Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study -- 1 Introduction -- 2 Conceptual Framework and Research Questions -- 2.1 Emotions -- 2.2 Methods to Measure Emotions -- 2.2.1 Explicit Methods -- 2.2.2 Implicit Methods -- 3 Methodology of the Study -- 4 Results -- 5 Conclusions, Limitations and Further Research -- 6 References -- 10 High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products -- 1 Introduction -- 2 Theoretical Considerations -- 2.1 The Location-Weight Association -- 2.2 The Color-Weight Association -- 2.3 The Link between Weight Perceptions and Perceptions of Food Features -- 2.4 Hypotheses -- 3 Study 1 -- 3.1 Experimental Design -- 3.2 Test Stimuli -- 3.3 Procedure -- 3.4 Results -- 4 Study 2 -- 4.1 Experimental Design -- 4.2 Test Stimuli -- 4.3 Procedure
  • 4.4 Results -- 5 Interpretation, Limitations, and Implications -- 6 Acknowledgements -- 7 References -- 11 In Arabic, English, or a Mix? Egyptian Consumers' Response to Language Choice in Product Advertisements, and the Role of Language Attitudes -- 1 Introduction -- 2 Theoretical Framework -- 3 Method -- 3.1 Design and Materials -- 3.2 Participants -- 3.3 Instuments -- 3.4 Procedure and Statistical Treatment -- 4 Results -- 4.1 Effect of Language Version on Consumers' Response -- 4.2 Language Attitude Towards English and Perceived Symbolic Value of English as Predictors of Consumers' Response to Ads Containing English. -- 5 Conclusion and Discussion -- 6 References -- 12 In the Beginning Was the Word: Establishing the Foundations for Creativity Research in Rhetoric Theory -- 1 Introduction -- 2 Theory -- 2.1 Rhetoric in All Modes of Advertising Media -- 3 Advertising Message Strategy: An Invention of Rhetoric Theory -- 4 Advertising Ideation Techniques: Expressions of Rhetorical Figures -- 5 Each Canon A Complete Creative Unit -- 5.1 Figures of Originality in Each Canon of Rhetoric -- 5.2 Elements of Appropriateness in Each Canon of Rhetoric -- 6 Canons of the Creative Process -- 6.1 The Canon of Invention as a Creative Process -- 6.2 The Canon of Arrangement as a Creative Process -- 6.3 The Canon of Style as a Creative Process -- 6.4 The Canon of Memory as a Creative Process -- 6.5 The Canon of Delivery as a Creative Process -- 7 Discussion and Implications -- 7.1 Professional Training -- 7.2 Academic Research -- 8 References -- 13 Increasing Co-Product Evaluations by Using Integrative Logos -- 1 Introduction -- 2 Theoretical Considerations and Hypotheses -- 2.1 Cue-Utilization Model -- 2.1 Logo Version as a Cue for the Degree of Cooperation -- 3 Study -- 3.1 Experimental Design -- 3.2 Test Stimuli -- 3.3 Sample -- 3.4 Procedure and Measures
  • 3.5 Results -- 4 Conclusion -- 5 Limitations and Implications -- 6 Notes -- 7 References -- 14 Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective -- 1 Introduction -- 2 Musical Congruity in Advertisements -- 2.1 Genre Congruity Dimension -- 3 Advertising Music in the Context of HE -- 4 Hypotheses Development -- 5 Method -- 5.1 Advertising Stimulus -- 5.2 Sample and Procedure -- 6 Findings and Discussions -- 7 Theoretical and Managerial Implications -- 8 Limitations and Future Research -- 9 References -- 15 Media Multitasking and the Role of Task Relevance in Background Advertising Processing -- 1 Introduction -- 2 Theoretical Framework -- 2.1 Consequences of Media Multitasking for Advertising Processing -- 2.2 The Role of Task Relevance -- 3 Study 1 -- 3.1 Participants and Design -- 3.2 Procedure -- 3.3 Manipulations -- 3.4 Measures -- 3.5 Manipulation Checks -- 3.6 Results -- 4 Study 2 -- 4.1 Participants and Design -- 4.2 Procedure -- 4.3 Manipulations -- 4.4 Measurements -- 4.5 Manipulation Checks -- 4.6 Results -- 5 General Discussion -- 6 References -- 16 Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads -- 1 Introduction -- 2 Theoretical Background -- 2.1 Signaling Theory -- 2.2 Limited Capacity (Information Processing Approach) -- 2.3 Source Credibility -- 3 Hypotheses -- 3.1 Attitude toward the Brand and the Ad, Purchase Intention -- 3.2 Product Involvement -- 3.3 Brand Awareness -- 4 Study -- 4.1 Method -- 4.2 Participants -- 4.3 Stimulus Material -- 4.4 Measures -- 4.4.1 Dependent Variables -- 4.4.2 Independent Variables -- 5 Results -- 6 Discussion, Conclusion and Further Research -- 7 References -- 8 Appendix -- 17 Partnership in the Forefront: Advertising Agencies' Roles and Business Clients' Loyalty -- 1 Introduction
  • 2 Conceptual Framework of the Research
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1 online resource (294 pages)
Form of item
online
Isbn
9783658187316
Media category
computer
Media MARC source
rdamedia
Media type code
c
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remote

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