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Advances in Advertising Research Volume 2 2011th Edition by Shintaro Okazaki ISBN 3834931349 9783834931344

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Advances in Advertising Research Volume 2 2011th Edition Shintaro Okazaki Digital Instant Download

Author(s): Shintaro Okazaki
ISBN(s): 9783834931344, 3834931349
Edition: 2011
File Details: PDF, 3.48 MB
Year: 2011
Language: english
SKU: EB-2355138 Category: Tag:

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Product details:

ISBN 10: 3834931349

ISBN 13: 9783834931344 

Author: Shintaro Okazaki 

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

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

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

Differences in Children’s Processing of Advergames and TV Commercials

Part II Social Issues and Advertising

Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages

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

The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness

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Tags: Shintaro Okazaki, Advances, Advertising Research, Volume 2