Advertising in New Formats and Media: Current Research and Implications for Marketers

Advertising in New Formats and Media: Current Research and Implications for Marketers

by Emerald Group Publishing Limited

Hardcover

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Product Details

ISBN-13: 9781785603136
Publisher: Emerald Group Publishing Limited
Publication date: 02/16/2016
Pages: 432
Product dimensions: 6.10(w) x 9.10(h) x 1.10(d)

About the Author

Edited by Patrick De Pelsmacker, University of Antwerp, Antwerp, Belgium

Table of Contents

List of Contributors ix

Introduction xiii

Part I The Changing Advertising Universe

Chapter 1 From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats Sara Rosengren 3

Chapter 2 Consumer Responses to Creative Media Advertising: A Literature Review Jiska Eelen Fabiënne Rauwers Verena M. Wottrich Hilde A. M. Voorveld Guda van Noort 19

Chapter 3 New Forms of Advertising in Television: Types and Effectiveness María Arrazola José de Hevia Pedro Reinares 47

Chapter 4 Second Screen Advertising: A Typology of Multiscreening Claire M. Segijn 77

Chapter 5 Understanding Media Synergy Guanxiong Huang Hairong Li 97

Chapter 6 Informing Consumers about "Hidden" Advertising: A Literature Review of the Effects of Disclosing Sponsored Content Sophie C. Boerman Eva A. van Reijmersdai 115

Part II Advertising in a Digital Connected World

Chapter 7 WOM Marketing in Social Media Manuela López María Sicilia Carmen Hidalgo-Alcázar 149

Chapter 8 Brand Pages as a Communication Tool: A State of the Art and a Research Agenda María Sicilia Mariola Palazón Manuela López 169

Chapter 9 Consumers' Online Brand Endorsements Stefan F. Bernritter Peeter W. J. Verlegh Edith G. Smit 189

Chapter 10 Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising Marcelo Royo-Veia Farina Meyer 211

Chapter 11 Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance Dóra Horvath Ariel Mitev 243

Part III Hidden but Paid for: Branded Content

Chapter 12 Product Placement, Its Supporters and Detractors: A Quest for Balance Karine Charry Tina Tessitore 265

Chapter 13 Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program Yann Verhellen Patrick De Pelsmacker Nathalie Dens 291

Chapter 14 The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness Laura Herrewijn Karolien Poels 307

Chapter 15 Product Placement in Social Games: Qualitative Research Insights Huan Chen Eric Haley Audrey Deterding 335

Chapter 16 How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos Liselot Hudders Verolien Cauberghe Tine Faseur Katarina Panic 361

Chapter 17 Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising Haiming Hang Agnes Nairn 379

About the Authors 397

Index 407

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