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Advances in Advertising Research (Vol. III)

Current Insights and Future Trends

  • Book
  • © 2012

Overview

Editors:
  1. Martin Eisend

    1. European University Viadrina Frankfurt (Oder), Frankfurt, Germany

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  2. Tobias Langner

    1. Bergische University Wuppertal, Wuppertal, Germany

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  3. Shintaro Okazaki

    1. Universidad Autónoma de Madrid, Madrid, Spain

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  • New articles in economic sciences

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

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Table of contents (32 chapters)

  1. Social Media, Online and Mobile Advertising

    1. Online Advertising by Tell-a-Friend Services

      • Günter Silberer, Christoph Henning, Sascha Steinmann
      Pages 219-233

  2. Product Placement

    1. Front Matter

      Pages 235-235
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    2. Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media

      • Lynne Eagle, Yvette Morey, Stephan Dahl
      Pages 237-247

    3. The Effect of Flow on Implicit Memory of In-Game Brand Placements

      • Snezhanka Kazakova, Verolien Cauberghe, Dieter Thijs
      Pages 249-259

    4. Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods

      • Peggy Rathmann, Alexander Leischnig, Margit Enke
      Pages 261-272

  3. Gender, Children and Advertising

    1. Front Matter

      Pages 273-273
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    2. Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison

      • Ping Shaw, Yue Tan, Kwangmi Ko Kim, Hong Cheng
      Pages 275-290

    3. Gender and Age as Factors Influencing Consumer Responses to Soft-sell Ads – A Multi-country Comparison

      • Sandra Diehl, Barbara Mueller, Shintaro Okazaki
      Pages 291-302

    4. When Xmas Wishes are Brands: Wishing Behavior of Children

      • Martin K. J. Waiguny, Alexandra Pevny, Ralf Terlutter
      Pages 303-319

    5. Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory

      • Eva A. van Reijmersdal, Esther Rozendaal, Moniek Buijzen
      Pages 321-329

    6. Promoting Dental Care to Children Using Traditional and Interactive Mng Tedia Followihreat Appeals

      • Katarina Panic, Verolien Cauberghe, Patrick De Pelsmacker
      Pages 331-340

  4. Advertising Content, Appeals and Execution

    1. Front Matter

      Pages 341-341
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    2. Creative Media Choice as a Marketing Signal

      • Sara Rosengren, Micael Dahlén
      Pages 343-351

    3. How Does Shifting Ad Budgets Impact Trust in Advertising Media?

      • Martin Eisend, Silke Knoll, Susanne Schmidt, Ruziye Canbazoglu
      Pages 353-363

    4. When Bad is Good: The Creative Conundrum of Agency- Client Relationships

      • Sheila L. Sasser, Scott Koslow
      Pages 365-377

  5. Consumers, Companies, Brands and their Relationships

    1. Front Matter

      Pages 379-379
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    2. The Cumulative Effect of Transaction-Specific Satisfaction on Share of Wallet: A Longitudinal Investigation

      • Timothy L. Keiningham, Lerzan Aksoy, Edward C. Malthouse, Alexander Bouye, Bart Lariviere
      Pages 381-390

    3. The Potential Danger of Negative Free Publicity for the Consumer-Brand Relationship

      • Maarten Tolboom, Fred Bronner, Edith Smit
      Pages 391-402

    4. Why Organizations Systematically Engage in Employer Branding: A Conceptual Framework

      • Simone Hochegger, Ralf Terlutter
      Pages 403-419

    5. From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition

      • Don Schultz, Edward C. Malthouse, Doreen Pick
      Pages 421-432
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About this book

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

Editors and Affiliations

  • European University Viadrina Frankfurt (Oder), Frankfurt, Germany

    Martin Eisend

  • Bergische University Wuppertal, Wuppertal, Germany

    Tobias Langner

  • Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

About the editors

Martin Eisend is Professor of International Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.

Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

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