March 8, 2017

Advances in Advertising Research (Vol. 2): Breaking New by Enrique Bigné, Inés Küster, Asunción Hernández, Torpong

By Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)

Advances in ads examine sequence are released each year via the ecu ads Academy (EAA). This quantity grew out of analysis papers awarded on the ninth ICORIA (International convention on study in advertisements) which was once held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The convention concerned ads, conversation, and advertising and marketing students positioned worldwide, thereby environment an instance of variety and plurality in our ICORIA neighborhood. The target of this ebook is breaking new flooring in either thought and perform. every one bankruptcy attempts to make clear not easy issues and provide insights which are of considerable
price for advancing our knowledge.

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M. & Priluck, R. (2008), “Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction”, in: Psychology & Marketing, 25(2), 179-196. C. G. (2007) “Effects of television brand placement on brand image”, in: Psychology & Marketing, 24(5), 403-420. C. G. (2009) “A new branch of advertising: Reviewing factors that influence reactions to product placement”, in: Journal of Advertising Research, 49(4), 429-449. A. & Danielova, A. (2009) “The worth of product placement in successful films: An event study analysis”, in: Journal of Marketing, 73(4), 44-63.

When considering the main effect of brand name repetitions in song lyrics, our findings demonstrate that the attitude toward the brand significantly increases after ten brand name placements. , 2009). Following our results, managers might consider brand name placement in song lyrics as a potential context for product or brand name placement, next to more researched areas as movies, television shows, games or novels. When considering brand name placement in song lyrics as an advertising strategy, managers should be aware of the differential effects of brand name placement on brand recall, recognition and attitudes.

Ross, S. (2008). Brand recall and recognition: A comparison of television and sport video games as presentation modes. Sport Marketing Quarterly, Vol. 17, 201-208. Product Placement in Video Games as a Marketing Strategy 19 Walt Disney Company. (2009). Annual report 2008. pdf. [Accessed 18 June 2009]. Winkler, T. & Buckner, K. (2006). Receptiveness of gamers to embedded brand messages in advergames. 7, No. 1. org/article85. [Accessed 19 June 2009]. Wolf, M. (2008). The video game explosion. Westport CT: Greenwood Press.

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