Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice

Cover......Page 1
European Advertising Academy......Page 3
Advances in Advertising Research, Volume 2......Page 4
ISBN 9783834931344......Page 5
Preface......Page 6
The European Advertising Academy (EAA)......Page 8
Table of Contents......Page 10
Part I:\rProduct Placement and Gaming......Page 16
1 Introduction......Page 18
3 The Product Placement in Marketing. What’s the Effectiveness in Video Games?......Page 19
3.1 Effectiveness of Product Placement in Video Games......Page 21
4 Research Questions and Objectives......Page 22
5 Methodology......Page 24
5 Results and Discussion......Page 26
6 Conclusions and Recommendations......Page 28
6.1 Limitations of the Research......Page 30
7 References......Page 31
Appendix B. Focus Group Guidelines......Page 35
1 Introduction......Page 36
2 Theoretical Background and Hypothesis Development......Page 38
3 Method......Page 39
3.2 Procedure......Page 41
4.2 Results......Page 42
5 Discussion......Page 44
6 References......Page 46
1 Introduction......Page 50
2 Differences between Advergames and TV Commercials......Page 51
3 The Role of Challenge in Influencing Children through Games......Page 54
4.1 Method and Measures......Page 56
4.2 Results......Page 57
4.2.2 Results of the Interaction with Activated Persuasion Knowledge......Page 58
4.2.3 Results of the Influence of Challenge on Recognition and Persuasion......Page 60
5 Discussion and Implications......Page 61
6 References......Page 62
Part II:\rSocial Issues and Advertising......Page 68
2 Conceptual Framework and Research Questions......Page 70
2.1 The Role of Affect in Developing Cognitive Responses about Alzheimer Awareness Messages......Page 71
2.2 The Role of Cognitive Responses about the Message in Developing Responses to the Alzheimer Issue......Page 72
3.2 Procedure and Measures......Page 74
4.1 Analysis on the Complete Data Set......Page 75
4.2 Gender Differences......Page 79
4.3 Differences in Education Level......Page 80
5 Conclusions, Implications and Further Research......Page 83
6 References......Page 85
Appendix......Page 88
1 Introduction......Page 90
2.1 ‘Core’ Research Model......Page 91
2.2 Moderating Effects on ‘Environmental Information’ Linkages......Page 94
3.2.2 Moderation Analyses......Page 97
4.1.1 Psychometric Properties of the Scales......Page 98
4.2 Moderation Results......Page 99
5 Discussion......Page 101
5.1 Implications for Environmental Awareness Campaigns......Page 102
5.2 Limitations and Future Research......Page 103
6 References......Page 104
1 Introduction......Page 106
2.1 Advertising Influence: Affective Responses and Ad Effectiveness......Page 108
3 Methodology......Page 111
4.1 Validation of the Measurement Instruments......Page 113
4.2 Hypotheses Testing......Page 114
5 Discussion and Conclusions......Page 116
6 References......Page 118
2 Hypotheses......Page 122
3.3 Measures......Page 125
4.2.1 Emotional Messages......Page 126
4.2.2 Rational Messages......Page 129
5 Discussions and Conclusions......Page 131
7 References......Page 132
2 Contextualisation and Literature Overview......Page 134
3 Purpose of the Study......Page 136
4.2 Experimental Research......Page 137
5.1 Fear, Attitude, Intention and Efficacy......Page 138
5.2 Personality......Page 140
5.2.1 Personality Correlations......Page 141
6 Implications and Conclusions......Page 142
7 References......Page 143
Part III:\rGeneration......Page 146
1 Introduction......Page 148
2.2 The Role of Subjective Age......Page 149
3 Materials and Methods......Page 151
4.1 Pretests......Page 153
4.3 Analysis......Page 154
5 Discussion, Conclusion and Further Research......Page 156
6 References......Page 158
1 Introduction......Page 160
2.1 Advertising Literacy and its Factors of Influence......Page 161
2.2 New Factors of Influence and Hypotheses......Page 162
3.1 Method, Sample and Measures......Page 165
3.2 Results of the Empirical Study......Page 166
4 Discussion and Implications......Page 169
5 References......Page 170
6 Appendix......Page 174
1 Introduction......Page 176
2.1 Life Events......Page 177
2.2 Understanding of Life Changing Situations (Pre-Study)......Page 178
3 Theoretical Background and Development of the Thesis......Page 180
3.1 Market Segmentation Strategy......Page 182
3.2 Relationship between Advertisers and Media Companies and Individuals......Page 184
4 Win-Win-Win Situation?......Page 185
5.1 Methodology......Page 186
5.2 Results: The daily patterns are changing......Page 187
6 Discussion and Further Research......Page 188
7 References......Page 189
Part IV:\rSocial Interaction and Advertising......Page 192
1 Introduction......Page 194
2.1 Beliefs, Attitudes, and Behaviors toward SMADV......Page 195
2.2 Socail Media Usage......Page 196
2.3 Brand Consciousness and Purchase Intention toward Luxury Products......Page 197
2.5 Gender, Beliefs, Attitudes, and Behaviors toward SMADV......Page 198
3 Method......Page 199
4 Results......Page 200
5 Discussion and Conclusions......Page 201
6 References......Page 203
1 Introduction......Page 206
2.1 Individual Media Dependency......Page 208
2.2 Parasocial Interaction......Page 211
3 Tested Hypothesis and Proposal for an Integrating Model......Page 213
4.1 Data Collection and Sampling Procedure......Page 216
4.2 Measurement of the Variables......Page 217
4.3 Assessment of Measurement Scale Psychometric Propertie......Page 218
5 Results......Page 219
6 Conclusions and Implications......Page 221
7 References......Page 224
1 Introduction......Page 230
2.1 WOM......Page 231
2.3 WOM vs. e-WOM......Page 232
2.4 The Role of Demographics......Page 234
3 Methodology......Page 236
4.1 Sample Characteristics......Page 237
4.2 Results......Page 238
5 Discussion......Page 240
6 References......Page 241
1 Introduction......Page 246
2.1 Time-Space Perspective......Page 247
2.2 Personal Extensibility Theory......Page 248
3 Information Privacy Concerns......Page 249
4 Hypotheses......Page 251
5 Method......Page 253
6 Results......Page 254
7 Discussion......Page 256
8 Limitations......Page 257
9 References......Page 258
Part V:\rOrganization, Publicity and Reputation......Page 260
1 Introduction......Page 262
2 Situational Crisis Communication Theory......Page 263
3 The Relationship between Crisis Severity and Post-Crisis Reputation......Page 265
4 Moderating Influence of Locus of Control......Page 266
5.3 Measures......Page 267
5.4 Pre-tests......Page 268
6.2 Impact of Crisis Type and Response Strategy on Reputation......Page 269
6.4 Moderating Influence of Locus of Control......Page 271
7 Discussion and Conclusions......Page 272
8 Limitations and Further Research......Page 273
9 References......Page 274
1 Introduction......Page 276
2.1 CSR Initiatives: Employees vs. Environment......Page 277
2.2 CSR Awareness and Emotional Responses......Page 278
2.3 Emotional and Rational Appeals in CSR Communication......Page 279
3.1 Study Design and Sample......Page 280
3.2 Research Stimuli......Page 281
3.3 Dependent Variables: CSR Awareness and Emotional Responses......Page 282
4.2 Effects on Consumer Awareness......Page 283
4.3 Effects on Consumer‘ Emotional Responses......Page 285
5 Discussion and Conclusions......Page 286
6 References......Page 288
2 Explaining Inconsistent Findings in Previous Research......Page 292
2.2 Message Type......Page 293
2.4 Stimulus Combination......Page 294
3 Meta-Analytic Method......Page 295
4 Results......Page 297
5 Discussion......Page 300
6 References......Page 303
Part VI:\rBranding......Page 308
1 Introduction......Page 310
2.2 Ad Characteristics......Page 311
2.3 Ad Characteristics: Brand, Visual and Text......Page 313
2.4 Context Characteristics......Page 315
3.1 Materials......Page 316
3.5 Independent Variables......Page 317
4.1 H1: Overall ad Characteristics......Page 318
4.2 H2: Ad Element Characteristics......Page 320
4.4 H4: Context......Page 321
5 Conclusion and Discussion......Page 322
6 References......Page 324
1 Introduction......Page 326
1.1 Experience-based Marketing Communication......Page 327
2 Overview of Studies......Page 328
3.1.2 Independent Variable......Page 329
3.2 Results......Page 330
4.1.1 Participants and Design......Page 331
4.1.3 Dependent Variables......Page 332
4.2 Results......Page 333
5.1.2 Independent Variables......Page 334
5.2 Results......Page 335
6 General Discussion......Page 336
7 References......Page 338
1 Introduction......Page 340
2.1 Effects of Strategic Consistent Messages on Favourability of Information Processing......Page 341
2.2 Effects of Strategic Consistent Messages on Consumers’ Attitudes......Page 344
3.2 Pre-tests and Factor Manipulation......Page 345
3.4 Measures......Page 347
3.5 Results......Page 348
4 Conclusions......Page 349
5 Limitations and Future Research Directions......Page 351
6 References......Page 352
Appendix II......Page 355
1 Introduction......Page 356
2.1 The Moderating Role of Brand Strategy on Consumer Responses to Advertising Visuals......Page 357
2.2 Added Value of Verbal Information for Line Extensions versus New Brands......Page 359
2.3 Combining Visuals and Verbal Information for New Brands and Line Extensions......Page 360
3 Design and Participants......Page 361
4.2 Main Results......Page 362
5 Conclusions and Suggestions for Further Research......Page 365
6 References......Page 369
Part VII:\rMedia and Agency......Page 372
1 Introduction......Page 438
1.1 Source Credibility......Page 439
1.2 Perceived Expertise and Perceived Trustworthiness of Claimed Experts......Page 440
2.2 Procedure and Stimuli......Page 442
3.1 Measurement Assessment......Page 443
3.3 Perceived Source Expertise vs. Trustworthiness.......Page 444
3.4 Suppression Analysis......Page 445
4 Discussion......Page 446
5 References......Page 448
2 Theoretical Framework and Hypotheses......Page 452
4 Design and Implementation of the Study......Page 455
5 Results of the Study......Page 457
6 Discussion and Implications......Page 461
7 References......Page 463
1 Introduction......Page 466
2 The Impact of Celebrity Endorsers’ Traits on Advertising Effectiveness......Page 467
3 Memory Effects of Affective and Cognitive Endorser Traits......Page 469
4.2 Pretests......Page 470
5 Results......Page 471
6 Discussion......Page 473
7 References......Page 474
1 Introduction......Page 476
2 Soft-sell vs. Hard-sell Advertising Appeals......Page 478
4.1 Country Selection......Page 479
4.2 Development of Fictitious Ads......Page 480
4.3 Pre-test......Page 482
4.4 Final Pre-test and Manipulation Check......Page 483
5 Concluding Remarks......Page 484
6 References......Page 485
2.1 Violence and the Media......Page 488
3.2 Advertising Rhetoric and the Rhetorical Figure of Resonance......Page 489
2.3 The Concept of Personal Values......Page 491
3.4 The Role of Emotions in Advertising......Page 492
3.5 The Relation between Personal Values and Emotions......Page 493
4.3 Measures......Page 495
4.4 Analyses and Results......Page 496
5 General Discussion, Implications, and Directions for Future Research......Page 500
6 References......Page 502
Appendix I......Page 505
1 Introduction......Page 374
2 Theoretical Background......Page 375
3 Study 1: Actor-Observer Differences in Creativity Assessments......Page 378
4 Hypotheses Development......Page 380
5.1 Data Collection......Page 381
5.2 Measures......Page 382
5.3 Findings......Page 383
7 References......Page 385
1 Executive Summary......Page 388
2.1 Digital Billboards......Page 389
2.2 Debate over Digital Billboards......Page 390
3 Prior Research......Page 392
4.1 Key Findings of the Taylor and Franke Meta-Analysis......Page 394
4.5 Results of Recent Surveys on Digital Billboards......Page 396
4.7 Opinions toward Bans on Digital Billboards......Page 397
4.8 Usefulness of Digital Billboards to Travelers......Page 399
4.10 Digital Billboards are Interesting......Page 401
4.12 Digital Billboards are Ugly......Page 402
5 Conclusion......Page 403
6 References......Page 404
Appendix I......Page 406
1 Introduction......Page 408
2.1 Problem Definition......Page 409
2.2 Problems with Estimating the Response Function......Page 411
2.3 Response Surface Methods......Page 412
3 Empirical Example......Page 413
4 Discussion......Page 417
5 References......Page 418
1 Introduction......Page 420
2 QR Code as a Marketing Tool......Page 421
3 Researh Framework and Approach......Page 422
4 Study 1: Content Analysis......Page 423
4.1 Procedure......Page 424
4.2 Coding Procedure......Page 425
4.3 Results......Page 426
5 Study 2: Focus Groups......Page 427
5.2 Coding......Page 428
5.3 Results......Page 429
6 General Discusion......Page 432
7 Limitations and Future Research......Page 433
8 Selected References......Page 434