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Does the context really matter, and for whom? : explaining the effects of program liking for an advertiser funded program
Verhellen, Yann; Pelsmacker, Patrick de; Dens, Nathalie - In: Advertising in new formats and media : current research …, (pp. 291-306). 2016
Persistent link: https://www.econbiz.de/10011473427
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How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Engaging consumers through branded entertainment and …, (pp. 189-201). 2015
Persistent link: https://www.econbiz.de/10011389610
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How to mix brand placements in television programmes to maximise effectiveness
Dens, Nathalie; Pelsmacker, Patrick de; Goos, Peter; … - In: International journal of market research : JMRS ; the … 58 (2016) 5, pp. 649-670
Persistent link: https://www.econbiz.de/10011625862
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A longitudinal content analysis of gender portrayal in Belgian television advertising
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of marketing communications 22 (2016) 2, pp. 170-188
Persistent link: https://www.econbiz.de/10011561348
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The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann; Eelen, Jiska; Dens, Nathalie; … - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
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Brand placement in scripted and non-scripted Belgian and US programs on Belgian prime time television
Wouters, Marijke; Pelsmacker, Patrick de - In: Journal of marketing communications 17 (2011) 5, pp. 299-318
Persistent link: https://www.econbiz.de/10009423377
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Context effects of TV programme-induced interactivity and telepresence on advertising responses
Cauberghe, Verolien; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 30 (2011) 4, pp. 641-663
Persistent link: https://www.econbiz.de/10009349595
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Children's responses to traditional versus hybrid advertising : the moderating role of persuasion knowledge
Verhellen, Yann; Oates, Caroline; Pelsmacker, Patrick de; … - In: The changing roles of advertising : [extended versions …, (pp. 379-390). 2013
Persistent link: https://www.econbiz.de/10009773921
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Comparing TV ads and advergames targeting children : the impact of persuasion knowledge on behavioral responses
Panic, Katarina; Cauberghe, Verolien; Pelsmacker, Patrick de - In: Journal of advertising : official publication of the … 42 (2013) 2/3, pp. 264-273
Persistent link: https://www.econbiz.de/10009778508
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The effectiveness of telescopic ads delivered via interactive digital television : the impact of the amount of information and the level of interactivity on brand responses
Cauberghe, Verolien; Pelsmacker, Patrick de - In: Journal of interactive marketing : a quarterly … 24 (2010) 4, pp. 297-308
Persistent link: https://www.econbiz.de/10008760277