Read e-book online Advances in Advertising Research, Volume 2 PDF

By Shintaro Okazaki

ISBN-10: 3834931349

ISBN-13: 9783834931344

Advances in advertisements examine sequence are released each year by way of the eu advertisements Academy (EAA). This quantity grew out of study papers awarded on the ninth ICORIA (International convention on examine in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned advertisements, communique, and advertising students situated world wide, thereby surroundings an instance of range and plurality in our ICORIA group. The target of this e-book is breaking new floor in either conception and perform. each one bankruptcy attempts to make clear difficult subject matters and supply insights which are massive price for advancing our wisdom.

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By Shintaro Okazaki

ISBN-10: 3834931349

ISBN-13: 9783834931344

Advances in advertisements examine sequence are released each year by way of the eu advertisements Academy (EAA). This quantity grew out of study papers awarded on the ninth ICORIA (International convention on examine in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned advertisements, communique, and advertising students situated world wide, thereby surroundings an instance of range and plurality in our ICORIA group. The target of this e-book is breaking new floor in either conception and perform. each one bankruptcy attempts to make clear difficult subject matters and supply insights which are massive price for advancing our wisdom.

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Extra info for Advances in Advertising Research, Volume 2

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2002), “Hip hop sales pop: Pass the Courvoisier and count the cash”, in: New York Times, September 2, 2002. La Ferle, C. M. (2006) “Product placement: How brands appear on television”, in: Journal of Advertising, 35(4), 65-86. Lee, A. A. (2004), “The effect of conceptual and perceptual fluency on brand evaluation”, in: Journal of Consumer Research, 31, 151-165. Lee, M. J. (2007) “Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention”, in: Journal of Advertising, 36(4), 75-90.

1, 159-170. Vorhaus, M. (2009). Ad presence in console games has little effect on purchase. Advertising Age, Vol. 80, No. 5. , Kim, Y. & Ross, S. (2008). Brand recall and recognition: A comparison of television and sport video games as presentation modes. Sport Marketing Quarterly, Vol. 17, 201-208. Product Placement in Video Games as a Marketing Strategy 19 Walt Disney Company. (2009). Annual report 2008. pdf. [Accessed 18 June 2009]. Winkler, T. & Buckner, K. (2006). Receptiveness of gamers to embedded brand messages in advergames.

In order to test whether brand placement effects become stronger with different numbers of brand exposures, three different versions of the song were created, with zero, two or five brand name placements. The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes 2 23 Theoretical Background and Hypothesis Development To the authors’ knowledge, only one study investigated the effectiveness of brand name placement in song lyrics. Delattre and Colovic (2009) selected two well-known songs (over 300,000 units sold) for the purpose of their research, namely ‘Tes Parents’ by Vincent Delerm and ‘Wonderbra’ by MC Solaar.

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Advances in Advertising Research, Volume 2 by Shintaro Okazaki


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