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

By Shintaro Okazaki

ISBN-10: 3834931349

ISBN-13: 9783834931344

Advances in ads examine sequence are released every year through the eu ads Academy (EAA). This quantity grew out of analysis papers awarded on the ninth ICORIA (International convention on study in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned ads, verbal exchange, and advertising and marketing students situated worldwide, thereby environment an instance of variety and plurality in our ICORIA neighborhood. The objective of this ebook is breaking new floor in either thought and perform. each one bankruptcy attempts to make clear demanding subject matters and provide insights which are significant worth for advancing our wisdom.

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Additional resources for Advances in Advertising Research, Volume 2

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This paper proposes that the effect of brand name repetition on brand attitude in song lyrics will vary depending on audiences’ attitude toward the artist. Theoretical anchoring for this expected effect can be found in conditioning theory. The most well-known experiment in classical conditioning is the one from Pavlov, who paired an unconditioned stimulus (dog food) with a conditioned stimulus (a ringing bell). After repeated pairings of unconditioned and conditioned stimulus, responses which only occur after the unconditioned stimulus also occur after the conditioned stimulus.

Psychology and Marketing, Vol. 17, No. 12, 1059-1075. Lee, M. & Faber, R. (2007). Effects of product placement in on-line games on brand memory. Journal of Advertising, Vol. 36, No. 4, 75-90. Lenderman, M. (2006). Experience the message. New York: Carroll & Graf. , & Bressoud, E. (2007). Viewers and brand placement in movies. La Londe Seminar in Marketing Communications and Consumer Behaviour, La Londe, 5-8 June. pdf. [Accessed 14 July 2009]. MacDonald, E. & Sharp, E. (2003). Management perceptions of the importance of brand awareness as an indicator of advertising effectiveness.

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.

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Advances in Advertising Research, Volume 2 by Shintaro Okazaki

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