Advances in Advertising Research (Vol. V)
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Published By Springer Fachmedien Wiesbaden

9783658081317, 9783658081324

Latest Documents Most Cited Documents Contributed Authors Related Sources Related Keywords

Is Management Involvement in Integrated Marketing Communications Reasonable?

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_20 ◽

2014 ◽

pp. 283-294 ◽

Cited By ~ 1

Author(s):

Vesna Zabkar ◽

Damijan Mumel ◽

Nina Vanita

Keyword(s):

Marketing Communications ◽

Integrated Marketing Communications ◽

Integrated Marketing ◽

Is Management ◽

Management Involvement

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How Informative Are Chinese Television Commercials?

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_9 ◽

2014 ◽

pp. 115-128

Author(s):

Liyong Wang ◽

Carolus L. C. Praet

Keyword(s):

Television Commercials ◽

Chinese Television

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Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_4 ◽

2014 ◽

pp. 47-60 ◽

Cited By ~ 2

Author(s):

Martina Maurer ◽

Heribert Gierl

Keyword(s):

Information Presentation

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Media Multitasking with Television News: The Interaction of Content and Audience Factors

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_10 ◽

2014 ◽

pp. 129-141

Author(s):

Vijay Viswanathan ◽

Hilde Voorveld

Keyword(s):

Television News ◽

Media Multitasking

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“I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_7 ◽

2014 ◽

pp. 89-102 ◽

Cited By ~ 1

Author(s):

Sonja Grabner-Kräuter ◽

Martin K. J. Waiguny

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What is the Effect of Third-Party Organization Endorsement on Perceptions? The Structural Modelling Approach

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_21 ◽

2014 ◽

pp. 295-306

Author(s):

Morikazu Hirose ◽

Kei Mineo ◽

Keiya Tabe ◽

Kanji Yanagidate

Keyword(s):

Third Party ◽

Structural Modelling ◽

Party Organization ◽

Modelling Approach

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Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_11 ◽

2014 ◽

pp. 143-157

Author(s):

Yann Verhellen ◽

Nathalie Dens ◽

Patrick De Pelsmacker

Keyword(s):

Brand Placement ◽

The Impact

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The Advertising Literacy of Primary School Aged Children

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_14 ◽

2014 ◽

pp. 191-201 ◽

Cited By ~ 5

Author(s):

Suzanna J. Opree ◽

Esther Rozendaal

Keyword(s):

Primary School ◽

School Aged Children ◽

Advertising Literacy

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“Does it Pay off to Introduce my Partner?” The Role of Stakeholder Cocreation in Consumers’ Willingness to Pay

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_23 ◽

2014 ◽

pp. 321-330 ◽

Cited By ~ 2

Author(s):

Kande Kazadi ◽

Annouk Lievens ◽

Dominik Mahr

Keyword(s):

Willingness To Pay

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How Consumers’ Media Usage Influences the Advertising Media Mix that Maximizes Campaign Recognition

Advances in Advertising Research (Vol. V) ◽

10.1007/978-3-658-08132-4_22 ◽

2014 ◽

pp. 307-319

Author(s):

Leonids Aleksandrovs ◽

Peter Goos ◽

Nathalie Dens ◽

Patrick De Pelsmacker

Keyword(s):

Media Usage ◽

Media Mix

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Advances in Advertising Research (Vol. V)Latest Publications

TOTAL DOCUMENTS

H-INDEX

Published By Springer Fachmedien Wiesbaden

Is Management Involvement in Integrated Marketing Communications Reasonable?

How Informative Are Chinese Television Commercials?

Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements

Media Multitasking with Television News: The Interaction of Content and Audience Factors

“I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic

What is the Effect of Third-Party Organization Endorsement on Perceptions? The Structural Modelling Approach

Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement

The Advertising Literacy of Primary School Aged Children

“Does it Pay off to Introduce my Partner?” The Role of Stakeholder Cocreation in Consumers’ Willingness to Pay

How Consumers’ Media Usage Influences the Advertising Media Mix that Maximizes Campaign Recognition

Advances in Advertising Research (Vol. V)
Latest Publications