Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising (European Advertising Academy, 5)

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme ℓ́ℓTo Boldly Go ... Extending the Boundaries of Advertisingℓ́ℓ. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement℗ℓ Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bu¿Łljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Gen©·ve (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Aut©đnoma de Madrid, Spain Front Matter....Pages i-xi Front Matter....Pages 1-1 Metaphor-Ad Layout Consistency Effects: The Moderating Role of Personality Traits....Pages 3-13 A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals....Pages 15-27 Color in Print Advertising: Effects on Implicit and Explicit Memory and Priming....Pages 29-45 Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements....Pages 47-60 Front Matter....Pages 61-61 The Impact of Managerial Responses to Online Reviews on Consumers’ Perceived Trust and Attitude....Pages 63-74 The Good and the Bad of Negative Word-of-Mouth: Empirical Investigation into the Effect of Online Messages....Pages 75-88 “I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic....Pages 89-102 “Too Close for Comfort”: The Negative Effects of Location-Based Advertising....Pages 103-111 Front Matter....Pages 113-113 How Informative Are Chinese Television Commercials?....Pages 115-128 Media Multitasking with Television News: The Interaction of Content and Audience Factors....Pages 129-141 Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement....Pages 143-157 Front Matter....Pages 159-159 GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace....Pages 161-175 Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets....Pages 177-190 The Advertising Literacy of Primary School Aged Children....Pages 191-201 To Drink More Water or Less Coke? Promoting Healthy Eating Among Children Using Regulatory Fit Theory....Pages 203-215 Brand Placements in Fashion TV Series....Pages 217-228 Front Matter....Pages 229-229 How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions....Pages 231-244 Brands and Consumer Relationships....Pages 245-265 Electric Car Extensions of Car Brands: Impact on Brand Personality, Extension Evaluation and Parent Brand Feedback....Pages 267-280 Front Matter....Pages 281-281 Is Management Involvement in Integrated Marketing Communications Reasonable?....Pages 283-294 Front Matter....Pages 281-281 What is the Effect of Third-Party Organization Endorsement on Perceptions? The Structural Modelling Approach....Pages 295-306 How Consumers’ Media Usage Influences the Advertising Media Mix that Maximizes Campaign Recognition....Pages 307-319 “Does it Pay off to Introduce my Partner?” The Role of Stakeholder Cocreation in Consumers’ Willingness to Pay....Pages 321-330 Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme ĺlTo Boldly Go ... Extending the Boundaries of Advertisingĺl. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement℗l Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bu¿Łljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Gen©·ve (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Aut©đnoma 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 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme "To Boldly Go ... Extending the Boundaries of Advertising". The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network. Contents Advertising Appeals and Processing Online and Mobile Advertising TV Advertising and Product Placement Cultural, Gender and Age Issues in Advertising Branding Challenges IMC Target Groups Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors Ivana Bušljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genève (Switzerland), and IBS Moscow (Russia). 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 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.