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Advances in Advertising Research (Vol. VI)

The Digital, the Classic, the Subtle, and the Alternative

  • Book
  • © 2016

Overview

Editors:
  1. Peeter Verlegh

    1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

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  2. Hilde Voorveld

    1. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

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  3. Martin Eisend

    1. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

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  • New articles in economic sciences
  • Includes supplementary material: sn.pub/extras

Part of the book series: European Advertising Academy (EAA)

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Table of contents (30 chapters)

  1. Part III. The Subtle: Mixing Advertising and Content

    1. Front Matter

      Pages 227-227
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    2. The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study

      • Yann Verhellen, Patrick De Pelsmacker, Nathalie Dens
      Pages 229-240

    3. 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.

      • Liselot Hudders, Veroline Cauberghe, Katerina Panic, Wendy De Vos
      Pages 241-252

    4. Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research

      • Annemarie M. Wennekers, Lisa Vandeberg, Kim Zoon, Eva A. van Reijmersdal
      Pages 253-267

    5. Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising

      • Lisa Vandeberg, Annemarie M. Wennekers, Jaap M.J. Murre, Edith G. Smit
      Pages 269-279

    6. Hindering Facial Mimicry in Ad Viewing: Effects On Consumers’ Emotions, Attitudes and Purchase Intentions

      • Peter Lewinski, Ed S. Tan, Marieke L. Fransen, Karolina Czarna, Crystal Butler
      Pages 281-288

  2. Part IV. The Alternative: Advertising on Products, Floors and Carts

    1. Front Matter

      Pages 289-289
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    2. Creative Media Use Increases Online Sharing of Your Ad (but Seems Less Effective for Your Brand)

      • Jiska Eelen, Roxana Seiler
      Pages 291-308

    3. The Underlying Processes of Creative Media Advertising

      • Fabiënne Rauwers, Guda van Noort
      Pages 309-323

    4. Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention

      • Verena M. Wottrich, Hilde A. M. Voorveld
      Pages 325-335

    5. The Effects of Floor Advertising Directed to Children in a Food Retail Environment

      • Bruno Veloso, Luisa Agante
      Pages 337-349

    6. Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions

      • Verena Huettl-Maack, Johanna Schwenk
      Pages 351-363

    7. The Power of Symbolic Packaging Cues

      • Iris van Ooijen
      Pages 365-378

    8. I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation

      • Bo van Grinsven, Enny Das
      Pages 379-393

    9. 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

      • Ingrid Moons, Patrick De Pelsmacker
      Pages 395-406
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About this book

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.

Editors and Affiliations

  • Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  • ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  • Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

About 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).

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