Titlebook: Advances in Advertising Research (Vol. IV); The Changing Roles o Sara Rosengren,Micael Dahlén,Shintaro Okazaki Book 2013 Springer Fachmedie

姑姑在炫耀

偏狂症

978-3-658-04216-5Springer Fachmedien Wiesbaden 2013

Spinal-Fusion

https://doi.org/10.1007/978-3-319-31227-9While consumers are browsing through the pages of a magazine, they are confronted with numerous print ads – and as research shows, most of them will be ignored or considered incidentally. Consumer’s ad exposure is extremely short.

critique

2626-0328 compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides inter

esoteric

通情达理

https://doi.org/10.1007/978-3-642-70256-3ource of great concern. Unsatisfactory consumption experiences, which were previously communicated as complaints only to a company representative or a few peers, are now publicly available through negative eWOM, which can seriously damage a company’s reputation and sales (e.g., Van Laer and De Ruyter, 2010).

为现场

Boosted Statistical Relational Learners and high brand value generate a reduced perception of risk for the client, along with greater credibility and brand preference – thereby encouraging their purchase (Grewal, Iyer and Levy, 2004; Korgoankar and Karson, 2007).

善于骗人

Xufan Zhao,Juanqiong Gou,Wenchi Ying has grown exponentially since the early 2000’s (Bressoud, Lehu, and Russell, 2010). The existing body of research offers empirical evidence of the effects of product placements on brand recall and recognition, and attitudes toward the brands placed in the content of entertainment (Auty and Lewis, 2004; Babin and Carder, 1996; Russell, 2002).

acolyte

Paula Graça,Luís M. Camarinha-Matostopic gained much interest, several studies have compared the persuasiveness of positively and negatively framed messages. Overall, the studies did neither demonstrate a general advantage of positively framed messages nor of negatively framed messages (see the meta-analysis by O’Keefe and Jensen, 2008).

Ceremony

https://doi.org/10.1007/978-3-030-62412-5ss-media synergy, defined as the combined effect of more than one media that exceeds each medium’s individual effects on the measured outcome, is of particular interest (Naik and Raman, 2003; Chang and Thorson, 2004; Havlena, Cardarelli, and de Montigny, 2007).