Extent: | Online-Ressource (XII, 490p. 44 illus, digital) |
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Series: | |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Konferenzschrift |
Language: | English |
Notes: | Includes bibliographical references Preface; The European Advertising Academy (EAA); 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; 1 Introduction; 3 The Product Placement in Marketing. What's the Effectiveness in Video Games?; 3.1 Effectiveness of Product Placement in Video Games; 4 Research Questions and Objectives; 5 Methodology; 5 Results and Discussion; 6 Conclusions and Recommendations; 6.1 Limitations of the Research; 6.2 Recommendations for Future Research; 7 References; Appendix A. Interview Questions Appendix B. Focus Group GuidelinesThe Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?; 1 Introduction; 2 Theoretical Background and Hypothesis Development; 3 Method; 3.1 Measures; 3.2 Procedure; 4 Main Study; 4.1 Manipulation Check; 4.2 Results; 5 Discussion; 5.1 Limitations and Future Research; 6 References; Differences in Children's Processing of Advergames and TV Commercials; 1 Introduction; 2 Differences between Advergames and TV Commercials; 3 The Role of Challenge in Influencing Children through Games; 4 Study 4.1 Method and Measures4.2 Results; 4.2.1 Results of the Mean Comparisons; 4.2.2 Results of the Interaction with Activated Persuasion Knowledge; 4.2.3 Results of the Influence of Challenge on Recognition and Persuasion; 4.3 Selected Limitations; 5 Discussion and Implications; 6 References; Part II Social Issues and Advertising; Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages; 1 Introduction; 2 Conceptual Framework and Research Questions; 2.1 The Role of Affect in Developing Cognitive Responses about Alzheimer Awareness Messages 2.2 The Role of Cognitive Responses about the Message in Developing Responses to the Alzheimer Issue3 Method; 3.1 Stimulus Development; 3.2 Procedure and Measures; 4 Results; 4.1 Analysis on the Complete Data Set; 4.2 Gender Differences; 4.3 Differences in Education Level; 5 Conclusions, Implications and Further Research; 6 References; Appendix; Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects; 1 Introduction; 2 Theory and Hypotheses; 2.1 'Core' Research Model 2.2 Moderating Effects on 'Environmental Information' Linkages3 Methods; 3.1 Sample; 3.2 Statistical Procedures; 3.2.1 'Core' Model Tests; 3.2.2 Moderation Analyses; 4 Results; 4.1 'Core' Model Results; 4.1.1 Psychometric Properties of the Scales; 4.1.2 Explaining Pro-environmental Behavior; 4.2 Moderation Results; 5 Discussion; 5.1 Implications for Environmental Awareness Campaigns; 5.2 Limitations and Future Research; 6 References; The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness; 1 Introduction 2 Literature Review |
ISBN: | 978-3-8349-6854-8 ; 978-3-8349-3134-4 |
Other identifiers: | 10.1007/978-3-8349-6854-8 [DOI] |
Classification: | Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014015382