Advances in Advertising Research (Vol. 1) : Cutting Edge International Research

Strategic Issues in Advertising, Branding and Communication -- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency -- Evaluation and Feedback Effects of Limited Editions in FMCG Categories -- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View -- A Call for a Broader Range of Dependent Variables in Advertising Research -- The Passive Shopping Stage: Keeping in Mind Brand Encounters -- Advertising and Communication Content -- Missing for One, Unique for the Other – How Missing Attributes Affect Brand Evaluation -- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness -- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication -- Music in Advertising: Effects on Brand and Endorser Perception -- An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion -- Advertising and Computer Games -- Game Outcome and In-Game Advertising Effects -- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children -- Play Our Game and Tell Your Friends: Pringle’s Brand Campaign on a Mobile Social Networking Site -- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads -- Advertising, Branding and Communication on the Internet -- The Perceived Interactivity of Top Global Brand Websites and its Determinants -- Developing a Classification of Motivations for Consumers’ Online Brand-Related Activities -- Making Money on eBay by Relieving Risk -- Assessing the Probability of Internet Banking Adoption -- Gender and Advertising, Branding and Communication -- Gender Stereotyping in Advertising on Public and Private TV Channels in Germany -- A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising – Empirical Evidence from the U.S., Germany and China (Hong Kong) -- Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities? -- Media Placement, Brand Placement, Public Relations and Viral Marketing -- Media Placement versus Advertising Execution -- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention -- What are the Effects of a Combination of Advertising and Brand Placement? -- Personal Branding and the Role of Public Relations -- Agent-Based Modelling: A New Approach in Viral Marketing Research.