Advertising in new formats and media : current research and implications for marketers
Edited by Patrick de Pelsmacker
- [Place of publication not identified] : Emerald Group Publishing, 2016.
- xvii, 412 p. ; 24 cm.
I The Changing Advertising Universe ch. 1 From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats / Sara Rosengren ch. 2 Consumer Responses to Creative Media Advertising: A Literature Review / Guda van Noort ch. 3 New Forms of Advertising in Television: Types and Effectiveness / Pedro Reinares ch. 4 Second Screen Advertising: A Typology of Multiscreening / Claire M. Segljn ch. 5 Understanding Media Synergy / Hairong Li ch. 6 Informing Consumers about "Hidden" Advertising: A Literature Review of the Effects of Disclosing Sponsored Content / Eva A. van Reijmersdal pt. II Advertising in a Digital Connected World ch. 7 WOM Marketing in Social Media / Carmen Hidalgo-Alcazar ch. 8 Brand Pages as a Communication Tool: A State of the Art and a Research Agenda / Manuela Lopez ch. 9 Consumers' Online Brand Endorsements / Edith G. Smit Contents note continued: ch. 10 Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising / Farina Meyer ch. 11 Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance / Ariel Mitev pt. III Hidden but Paid for: Branded Content ch. 12 Product Placement, Its Supporters and Detractors: A Quest for Balance / Tina Tessitore ch. 13 Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program / Nathalie Dens ch. 14 The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness / Karollen Poels ch. 15 Product Placement in Social Games: Qualitative Research Insights / Audrey Deterding ch. 16 How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos / Katarina Panic Contents note continued: ch. 17 Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising / Agnes Nairn.
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice.