Advances in Advertising Research 1: Cutting Edge International Research

cover.pdf......Page 1
Advances in Advertising Research.pdf......Page 2
The European Advertising Academy (EAA)......Page 6
Preface......Page 7
Contents......Page 9
Part I Strategic Issues in Advertising, Branding and Communication\r......Page 13
2 Introduction......Page 14
3 Conceptual framework and hypotheses......Page 16
3.1 Effects of strategic consistency-based integration on information processing......Page 17
3.2 Effects of strategic consistency-based integration on consumer’s attitudes......Page 19
4.2 Pre-tests and factor manipulation......Page 20
4.4 Measures......Page 22
5 Results......Page 23
6 Conclusions......Page 24
References......Page 26
Appendix I......Page 29
Appendix II......Page 30
2 Introduction......Page 32
4 Theoretical background......Page 34
5 Hypotheses......Page 37
6 Results......Page 38
7 Conclusions......Page 41
8 Limitations and future research......Page 42
References......Page 43
Appendix......Page 46
1 The expansion of the European Union......Page 48
2.1 Grounded theory......Page 49
2.2 Points of departure......Page 50
3 Method......Page 51
4.2 Hungary......Page 52
4.3 The Czech Republic......Page 53
6 Discussion and synthesis......Page 55
7 Future extension......Page 56
References......Page 57
1 Introduction......Page 58
2 Subjective norm......Page 60
3 Perceived behavioral control......Page 61
4 Attitude confidence......Page 62
5 Discussion......Page 63
References......Page 66
2 The Passive-Active Continuum......Page 69
2.1 The passive (pre-consideration) stage......Page 70
2.3 The continuum......Page 71
3.1 Satisfaction......Page 72
4 Advertising versus promotions......Page 74
5 Method......Page 75
6 Results......Page 76
6.1 Brand loyalty effect on passive-stage reliance per country......Page 78
6.2 Brand loyalty effect on passive-stage reliance per product category......Page 79
7 Discussion......Page 82
References......Page 83
Part II Advertising and Communication Content\r......Page 85
2 Purpose of the study......Page 86
3.1 Elaboration of missing attributes and brands......Page 88
3.2 Uniqueness and triviality as influencing factors of the elaboration of missing attributes\r......Page 89
3.3 The impact of missing attributes and brands on processing fluency......Page 90
4.1 Experiment 1......Page 91
4.2 Experiment 2......Page 94
4.3 Experiment 3......Page 97
4.4 General Discussion......Page 101
5 Managerial implications......Page 102
References......Page 103
2 Purpose of the study......Page 106
3 Conceptual framework and hypothesis......Page 107
4 Data collection......Page 110
5.2 Analysis 1......Page 112
5.3 Analysis 2......Page 113
6 Discussion, conclusions and suggestions for further research......Page 114
References......Page 116
Appendix: advertisements......Page 118
2 Introduction......Page 119
3 Theoretical background......Page 120
4 Research objectives......Page 122
6.1 Exploratory research......Page 123
6.3 Data collection and sample......Page 124
7.1 Fear......Page 125
7.2 Efficacy condom usage......Page 128
7.3 Efficacy safe sexual behaviour......Page 129
8 Implications and conclusions......Page 130
References......Page 131
2.1 The power of music to evoke memories and emotions......Page 134
2.2 The musical effects in advertising......Page 135
4.1 Subjects and design......Page 138
5 Research findings......Page 139
6 Conclusions......Page 140
References......Page 144
1 Purpose of the study......Page 148
2 Theoretical background......Page 149
3.1 Stimuli......Page 153
3.2 Main study: sample, procedure, and measures......Page 154
4 Results......Page 155
4.1 Conscious or subconscious Patzer Effect......Page 156
4.2 The effects of facial attractiveness on perceived expertise, trustworthiness, likeability, and role-model identification\r......Page 157
4.3 The effects of perceived expertise, trustworthiness, likeability, and role-model identification on persuasion\r......Page 158
5 Discussion......Page 159
6 Future research......Page 160
References......Page 161
Part III Advertising and Computer Games\r......Page 163
1 Introduction......Page 164
2.1 The influence of game outcome on the player’s mood......Page 165
2.2 The influence of game outcome on the attitude toward the advertised brand......Page 166
3 Method......Page 167
4.1 Players’ mood......Page 168
4.2 Attitude toward the advertised brand......Page 169
5 Discussion and implications......Page 172
References......Page 173
2 Introduction......Page 176
3 Advergaming: a new form of advertising?......Page 177
4 The nature of advergames and their impact on entertainment......Page 179
5 Study......Page 181
5.1 Sample, methodology and measures......Page 183
5.2 Results and discussion......Page 184
6 Implications and limitations......Page 187
References......Page 188
1 Introduction......Page 192
2 Significance of the study......Page 193
3.2 Social networking sites......Page 194
4 Theoretical framework and hypotheses......Page 195
6 Results......Page 198
7.1 Theoretical implications......Page 199
8 Limitations......Page 200
References......Page 201
1 Introduction......Page 203
2.2 Procedure......Page 206
3.2 Main analysis......Page 210
4 Conclusion and discussion......Page 214
References......Page 216
Part IV Advertising, Branding and Communication on the Internet\r......Page 218
1 Introduction......Page 219
2.1 Definition of interactivity......Page 220
2.2.1 Demographic variables influencing interactivity perceptions......Page 221
2.2.4 Evaluation variables influencing interactivity perceptions......Page 222
3.3 Measures......Page 223
3.3.4 Active control dimension of perceived interactivity......Page 224
4.1 The underlying structure of the perceived interactivity construct......Page 225
4.2 Correlation between theoretically based and intuitive based perceived interactivity scores\r......Page 226
4.3 Level of perceived interactivity......Page 227
4.4.1 Demographic variables influencing interactivity perceptions......Page 228
4.4.2 Experience variables influencing interactivity perceptions......Page 229
4.4.3 Familiarity variables influencing interactivity perceptions......Page 230
4.4.4 Evaluation variables influencing interactivity perceptions......Page 231
5 Conclusion and discussion......Page 232
References......Page 233
1 Introduction......Page 236
2.1 Social media motivation types......Page 237
3 A COBRA typology......Page 239
3.3 Creating......Page 240
4.2 Data collection......Page 241
4.3 Coding procedure......Page 242
5.2 Contributing to brand-related content......Page 243
5.4 Entertainment as a driver of consuming, contributing, and creating......Page 244
7 Limitations and future research directions......Page 245
References......Page 246
1 Introduction......Page 249
2.1 Internet looms as a shopping medium......Page 251
2.3 Risk perceptions regarding online shopping......Page 252
2.4 Risk-relieving strategies......Page 253
2.5 Effects of risk-relieving cues......Page 254
2.6 Effects of multiple risk-relieving cues......Page 255
3.1 Data collection procedure......Page 257
3.2 Collected information......Page 258
4.2 Effect of multiple risk-relieving cues......Page 259
6.1 Theoretical implications......Page 260
6.2 Limitations......Page 261
6.3 Practical implications......Page 262
References......Page 263
1 Differences in internet banking adoption rates......Page 266
2.1 Individual differences......Page 268
2.2 Perceptions of innovation characteristics......Page 270
3 Methodology and data......Page 271
4 Empirical analysis......Page 273
5 Discussion and conclusion......Page 276
References......Page 278
Part V Gender and Advertising, Branding and Communication\r......Page 282
2 Introduction......Page 283
3 Stereotyping of gender roles in advertising......Page 285
4.1 Sample of advertisements and central figures......Page 286
4.2 Coding procedure and measures......Page 287
5 Results......Page 288
6 Discussion......Page 291
References......Page 292
1 Abstract......Page 294
2 Statement of purpose and background......Page 295
3 Importance of pharmaceutical advertising......Page 296
4 Skepticism toward pharmaceutical advertising......Page 297
5 Research design and methodology......Page 300
6 Results......Page 301
7 Discussion......Page 305
References......Page 307
2 Introduction......Page 310
3.1 Basic research......Page 312
3.2 Gender of the audience......Page 315
4.1 Perceived motives......Page 316
4.2 Gender of the audience......Page 317
5.1 Pretest......Page 319
5.2 Main study......Page 320
References......Page 323
Part VI Media Placement, Brand Placement, Public Relations and Viral Marketing\r......Page 327
1 Abstract......Page 328
2.1 Experiences and engagement......Page 330
2.2 Engagement and advertising effectiveness......Page 332
3 Methodology and results......Page 333
4 Discussion and conclusions......Page 338
References......Page 339
1 Purpose of the study......Page 341
2 Theoretical background and hypotheses development......Page 342
2.1.2 Prominence......Page 343
2.1.3 The interaction between modality and prominence......Page 344
2.1.4 Integration in the story line: plot connection......Page 345
2.1.5 The interaction between plot connection and appearance......Page 346
3 Procedure......Page 347
4 Results......Page 349
5 Conclusion and discussion......Page 352
References......Page 353
1 Introduction......Page 356
2.1 Brand placement combined with advertising......Page 357
2.2 Underlying mechanisms......Page 359
3.1. Respondents and Materials......Page 360
3.2.3 Multiple source perceptions......Page 361
3.2.5 Respondent characteristics......Page 362
4.3 Effects on brand attitude......Page 363
5 Conclusion and Discussion......Page 364
5.2 Limitations and future research......Page 366
References......Page 367
1 Introduction......Page 370
2 Social and historical background......Page 371
3 The marketing model as presented in the literature......Page 372
4 The personality market......Page 374
4.1 The \'key players\' on the personality market......Page 375
4.2 The visibility industry......Page 376
5 A PR concept for positioning people effectively......Page 377
5.3 Strategy......Page 378
5.4 Tactics......Page 379
5.5 Implementation and evaluation......Page 382
6 Conclusions and prospects......Page 383
References......Page 386
2 Introduction and background......Page 389
3 Simulation and Agent-Based Modelling (ABM)......Page 392
4.1 Modelling the individual......Page 393
4.2 Modelling the aggregation......Page 395
5.2 Interplay of several factors......Page 397
5.3 Small cause, large effects......Page 398
5.4 Density and closeness......Page 399
5.5 Randomness......Page 400
6.1 Focus or scatter?......Page 401
7 Discussion and open questions......Page 402
References......Page 403