Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative (European Advertising Academy Book 6)

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia. Contents Advertising in Online and Social Media Advertising Strategies for Print, TV, and Radio Mixing Advertising and Content Advertising on Products, Floors, and Carts Target Groups Researchers, students, and practitioners in the fields of advertising, communication, marketing, and media management The Editors Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder) Front Matter....Pages I-XII Front Matter....Pages 13-13 Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements....Pages 1-10 PEER: Looking into Consumer Engagement in e-WOM through Social Media....Pages 11-24 How to Achieve a Social Media Transformation....Pages 25-36 Discovering Twitter Metrics for Creative Super Bowl Campaigns....Pages 37-50 Memes at an Exhibition: Consumer Interpretations Of Internet Memes....Pages 51-62 Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions....Pages 63-73 The Role of Stereoscopic 3D Virtual Reality in Fashion Advertising and Consumer Learning....Pages 75-83 Effects of Online Review Response Strategies on Attitudes toward the Hotel....Pages 85-98 Front Matter....Pages 99-99 Understanding Agency-Client Relationships Better Through Clients’ Perceptions of Value and Value Antecedents....Pages 101-113 The Effects of Emotional Television Advertising on Older and Younger Adults....Pages 115-124 Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility....Pages 125-134 The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology.....Pages 135-145 The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers....Pages 147-161 An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads....Pages 163-177 Towards A Revised Theory of Visual Signification....Pages 179-199 Message Strategy Typologies: A Review, Integration, and Empirical Validation in China....Pages 201-213 Understanding Employee Perceptions of Advertising Effectiveness....Pages 215-225 Front Matter....Pages 227-227 The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study....Pages 229-240 Children’s Advertising Literacy for New Advertising Formats: The Mediating Impact of Advertising Literacy on the (Un)Intended Effects of Advergames and Advertising Funded Programs.....Pages 241-252 Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research....Pages 253-267 Front Matter....Pages 227-227 Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising....Pages 269-279 Hindering Facial Mimicry in Ad Viewing: Effects On Consumers’ Emotions, Attitudes and Purchase Intentions....Pages 281-288 Front Matter....Pages 289-289 Creative Media Use Increases Online Sharing of Your Ad (but Seems Less Effective for Your Brand)....Pages 291-308 The Underlying Processes of Creative Media Advertising....Pages 309-323 Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention....Pages 325-335 The Effects of Floor Advertising Directed to Children in a Food Retail Environment....Pages 337-349 Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions....Pages 351-363 The Power of Symbolic Packaging Cues....Pages 365-378 I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation....Pages 379-393 The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments....Pages 395-406 "ResearchThis book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia."--Page 4 of cover Annotation This title provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media