Advertising research. Message, Medium and Context

Description

Over het boekIn the first part, important aspects of advertising messages that influenceadvertising effectiveness are discussed, with contributions on advertisingstrategies and branding, advertising creativity, emotional and informationaladvertising strategies, effective arguments in advertising and theuse of celebrity endorsers. In the medium part, a number of studieson advertising in new media such as internet advertising, advertisingin computer games advergames, and the usage of new media bydifferent target groups, are collected. In the final part on context,the contributions elaborate among others on product placement,the impact of cultural differences on advertising effectiveness,how men and women differ in their reactions to advertising, theconnection between advertising and human values, and advertisingaimed at children.This book compiles the best research reports presented at the7th ICORIA - International Conference on Research in Advertising- conference, organized by the European AdvertisingAcademy E.A.A..Uit de inhoudTable of contentserectile dysfunction drugsTrusted erectile dysfunction drugs pills. Here you can easly buy erectile dysfunction tablets cheap.Here you can easly buy cheap erectile dysfunction drugs.Over de auteursPatrick De Pelsmacker is Professor of Marketingat the University of Antwerp and GhentUniversity. His research focuses upon the study ofmarketing communication, advertising effectiveness,social marketing and consumer behaviour in general.Nathalie Dens works as FWO Research Foundationfellow in the Marketing Department of the University ofAntwerp, Faculty of Applied Economics. Her research interestsare in marketing communications in general and the effectivenessof advertising for different branding strategies in particular.