Advances in Advertising Research (Vol. III): Current Insights and Future Trends (European Advertising Academy Book 1)

Annotation Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network Front Matter....Pages I-XII Front Matter....Pages 1-1 Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia....Pages 3-16 Emotional Responses to Nature in Advertising and Real Nature....Pages 17-28 Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations....Pages 29-42 Reducing Choice Conflict for Complex Products through Categorization....Pages 43-54 Immediate and Delayed Effects of Message Sidedness....Pages 55-65 Front Matter....Pages 67-67 The Impact of Message Sidedness on Adolescents’ Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement....Pages 69-79 Effects of Green Seals of Approval on Brand Perceptions....Pages 81-92 The Impact of Health Warnings on Children’s Consumption Decisions....Pages 93-103 Communicating Corporate Social Responsibility: Empty Promises or Smart Strategy?....Pages 105-117 Front Matter....Pages 119-119 Social Media DNA: How Brand Characteristics Shape COBRAs....Pages 121-135 A Brand Equity Model for an Internet Portal Website....Pages 137-152 Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook....Pages 153-161 Moderating Influences on Interactivity Effects....Pages 163-175 The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order....Pages 177-190 Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction....Pages 191-207 Will They Come Back Again? Assessing the Effectiveness of QR Code Campaign....Pages 209-217 Online Advertising by Tell-a-Friend Services....Pages 219-233 Front Matter....Pages 235-235 Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media....Pages 237-247 The Effect of Flow on Implicit Memory of In-Game Brand Placements....Pages 249-259 Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods....Pages 261-272 Front Matter....Pages 273-273 Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison....Pages 275-290 Gender and Age as Factors Influencing Consumer Responses to Soft-sell Ads – A Multi-country Comparison....Pages 291-302 When Xmas Wishes are Brands: Wishing Behavior of Children....Pages 303-319 Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory....Pages 321-329 Promoting Dental Care to Children Using Traditional and Interactive Mng Tedia Followihreat Appeals....Pages 331-340 Front Matter....Pages 341-341 Creative Media Choice as a Marketing Signal....Pages 343-351 How Does Shifting Ad Budgets Impact Trust in Advertising Media?....Pages 353-363 When Bad is Good: The Creative Conundrum of Agency- Client Relationships....Pages 365-377 Front Matter....Pages 379-379 The Cumulative Effect of Transaction-Specific Satisfaction on Share of Wallet: A Longitudinal Investigation....Pages 381-390 The Potential Danger of Negative Free Publicity for the Consumer-Brand Relationship....Pages 391-402 Why Organizations Systematically Engage in Employer Branding: A Conceptual Framework....Pages 403-419 From CM to CRM to CN 2 : A Research Agenda for the Marketing Communications Transition....Pages 421-432 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) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network. Contents · The Roles of Advertising · The Faces of Advertising · Perceptions of Advertising · Reception of Advertising Target Groups · Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors: Sara Rosengren and Micael Dahlén work at the Stockholm School of Economics. Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain. "Advances in Advertising Research" are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research research with 32 articles by renowned scholars from the worldwide ICORIA network Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network. ℗