Effects Of Brand Placement In Advergames On Brand Memory And Brand Attitude
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Advances in Advertising Research (Vol. VI)
| Author | : Peeter Verlegh |
| Publisher | : Springer |
| Total Pages | : 400 |
| Release | : 2015-09-07 |
| Genre | : Business & Economics |
| ISBN | : 3658105585 |
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.
Advances in Advertising Research IX
| Author | : Verolien Cauberghe |
| Publisher | : Springer |
| Total Pages | : 354 |
| Release | : 2018-07-04 |
| Genre | : Business & Economics |
| ISBN | : 3658226811 |
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
The Psychology of Entertainment Media
| Author | : L. J. Shrum |
| Publisher | : Routledge |
| Total Pages | : 366 |
| Release | : 2012 |
| Genre | : Business & Economics |
| ISBN | : 1848729448 |
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
The Persuasion Handbook
| Author | : James Price Dillard |
| Publisher | : SAGE Publications |
| Total Pages | : 897 |
| Release | : 2002-07-23 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1452261598 |
The Persuasion Handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and lays out research strategies for addressing those challenges.
Affect and Cognition
| Author | : Margaret S. Clark |
| Publisher | : Psychology Press |
| Total Pages | : 368 |
| Release | : 2014-01-14 |
| Genre | : Psychology |
| ISBN | : 131776949X |
First published in 1982. In late May, 1981, the 17th annual Carnegie Symposium on Cognition brought 16 cognitive and social psychologists to Camegie-Mellon University. Their topic was affect and cognition. For only the second time, the Carnegie Symposium had been organized by social psychologists. John Carroll and John Payne chaired the first social cognitive symposium in 1975. Their conference came precisely at the time when social cognition was beginning to take root within social psychology. Since then, the area has blossomed. These are the papers from the conference.
Get in the Game
| Author | : Sara Jean Peters |
| Publisher | : |
| Total Pages | : |
| Release | : 2008 |
| Genre | : Advertising |
| ISBN | : |
This study examined the effects of congruity and proximity on game players' brand memory, attitude toward the brand, and resources available at encoding for advergames. A 2(congruity) x 2(proximity) x 2(advergame) repeated-measures experiment was used. Implicit memory was measured using a word-fragment completion task while explicit memory was measured using a recognition test. Attitude toward the brand was measured using three, seven-point attitude scales. STRTs were used to index resources available at encoding. Brand familiarity and prior game-playing experience served as moderating variables. Results showed that when brands are centrally placed in advergames where the brand is congruent to the game content, game players' explicit memory improves. When the brands are congruent to the game content, game players' implicit memory improves and their attitude toward the brand tends to be more positive as well.
Adcreep
| Author | : Mark Bartholomew |
| Publisher | : Stanford University Press |
| Total Pages | : 291 |
| Release | : 2017-05-23 |
| Genre | : Law |
| ISBN | : 1503602184 |
Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.
Advertising Theory
| Author | : Shelly Rodgers |
| Publisher | : Routledge |
| Total Pages | : 853 |
| Release | : 2019-04-15 |
| Genre | : Business & Economics |
| ISBN | : 1351208292 |
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
The Handbook of Applied Communication Research
| Author | : H. Dan O'Hair |
| Publisher | : John Wiley & Sons |
| Total Pages | : 1100 |
| Release | : 2020-04-24 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1119399874 |
An authoritative survey of different contexts, methodologies, and theories of applied communication The field of Applied Communication Research (ACR) has made substantial progress over the past five decades in studying communication problems, and in making contributions to help solve them. Changes in society, human relationships, climate and the environment, and digital media have presented myriad contexts in which to apply communication theory. The Handbook of Applied Communication Research addresses a wide array of contemporary communication issues, their research implications in various contexts, and the challenges and opportunities for using communication to manage problems. This innovative work brings together the diverse perspectives of a team of notable international scholars from across disciplines. The Handbook of Applied Communication Research includes discussion and analysis spread across two comprehensive volumes. Volume one introduces ACR, explores what is possible in the field, and examines theoretical perspectives, organizational communication, risk and crisis communication, and media, data, design, and technology. The second volume focuses on real-world communication topics such as health and education communication, legal, ethical, and policy issues, and volunteerism, social justice, and communication activism. Each chapter addresses a specific issue or concern, and discusses the choices faced by participants in the communication process. This important contribution to communication research: Explores how various communication contexts are best approached Addresses balancing scientific findings with social and cultural issues Discusses how and to what extent media can mitigate the effects of adverse events Features original findings from ongoing research programs and original communication models and frameworks Presents the best available research and insights on where current research and best practices should move in the future A major addition to the body of knowledge in the field, The Handbook of Applied Communication Research is an invaluable work for advanced undergraduate students, graduate students, and scholars.
