Spiele, die in unterhaltsamer Form der Werbung dienen, die sog. Advergames, sind mittlerweile zu einer gängigen Praxis … Verhaltensabsichten und im Verhalten äußert. Der Autor stellt die Unterschiede zwischen TV-Werbung für Kinder und Advergames dar und kommt …

This book addresses challenges and opportunities in research and management related to new advertising and consumer … process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the … European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International …

marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive … advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the … resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent …

effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Societ y … presents an insight into advertising practitioners and consumers in Japan …

(BMI)) and skepticism towards advertising. The first study’s findings support a general direct influence of body weight on … skepticism towards advertising. The second study finds out that specific products influence the relation of body weight, self …-esteem and skepticism towards advertising. The third study discovers seasons as a crucial factor on the relationship. The fourth …

Inhalt Konzeptionelle und theoretische Grundlagen Studie 1: Geplantes vs. tatsächliches Konsumentenverhalten auf YouTube …Konzeptionelle und theoretische Grundlagen -- Studie 1: Geplantes vs. tatsächliches Konsumentenverhalten auf YouTube …

The Roles of Advertising -- The Faces of Advertising -- Reception of Advertising -- Perceptions of Advertising …Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation … of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden …

Lebensereignissen auf die Wirkung von Werbung für neue Produkte -- Mindset-Theorie: Positive Reaktionen auf Werbung für neue Produkte … von Lebensereignissen auf die Wirkung von Werbung für neue Produkte Mindset-Theorie: Positive Reaktionen auf Werbung für … Konsumentenverhalten sowie der Psychologie Fach- und Führungskräfte von Lebensmittelherstellern sowie von Marktforschungs- und …