By Shintaro Okazaki
ISBN-10: 3834931349
ISBN-13: 9783834931344
Advances in advertisements examine sequence are released every year by way of the eu advertisements Academy (EAA). This quantity grew out of analysis papers awarded on the ninth ICORIA (International convention on study in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned ads, verbal exchange, and advertising and marketing students situated around the globe, thereby environment an instance of variety and plurality in our ICORIA neighborhood. The aim of this publication is breaking new floor in either conception and perform. every one bankruptcy attempts to make clear demanding subject matters and provide insights which are substantial price for advancing our wisdom.
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Additional info for Advances in Advertising Research, Volume 2
Example text
Pdf. [Accessed 14 July 2009]. MacDonald, E. & Sharp, E. (2003). Management perceptions of the importance of brand awareness as an indicator of advertising effectiveness. Marketing Bulletin, Vol. 14, 1-11. Mathieson, R. (2005). Branding unbound. New York: Amacom. W. & McCarthy, M. (1997). Managing negative feedback effects associated with brand extension: The impact of alternative branding strategies. Journal of Consumer Psychology, Vol. 6, No. 2, 119-140. , & Yaros, R. (2004). Advertisement or adcreep: Game players attitude toward advertising and product placement in computer games.
Games thus make it possible to convey messages through simulation and direct interaction (Ritterfeld and Weber, 2006) as well as through the rhetoric of the gameplay (Bogost, 2007). In consequence, an incidental and implicit learning effect occurs (Auty and Lewis, 2003; Ritterfeld and Weber, 2006) as the associative networks in children’s procedural memories are extended or strengthened by the showing of a brand or a product in a special scene (Auty and Lewis, 2003). Thus it is not only brand recall which is important, various episodes, characters, rhetorical scenes (like scenes of what you can do when consuming the product) assume a significance.
5, No. 1. org/article52. [Accessed 19 June 2009]. , & Chang, S. (2006). The hidden history of product placement. Journal of Broadcasting and Electronic Media, Vol. 50, No. 4, 575-603. , & Argan, M. (2009). Game Quality: A Study on Turkish Game Players. pdf. [Accessed 8 July, 2009]. Panda, T. (2006). Consumer responses to brand placement in films. South Asian Journal of Management, Vol. 11, No. 4, 7-25. Pardun, C. & McKee, K. (2000). Product placements as public relations. Public Relations Review, Vol.
Advances in Advertising Research, Volume 2 by Shintaro Okazaki
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