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By Shintaro Okazaki

Advances in ads study sequence are released every year via the ecu advertisements Academy (EAA). This quantity grew out of study papers awarded on the ninth ICORIA (International convention on study in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned advertisements, verbal exchange, and advertising students positioned around the world, thereby atmosphere an instance of range and plurality in our ICORIA neighborhood. The target of this ebook is breaking new floor in either conception and perform. each one bankruptcy attempts to make clear hard issues and provide insights which are massive worth for advancing our wisdom.

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Extra resources for Advances in Advertising Research, Volume 2

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The effectiveness of in-game advertising. Journal of Advertising, Vol. 4, No. 4, 143-152. Yaveroglu, I. & Donthu, N. (2008). Advertising repetition and placement issues in online environments. Journal of Advertising, Vol. 37, No. 2, 31-43. Yin, R. (2003). Case study research: design and methods. Thousand Oaks CA: Sage Publications. 20 Bigné, Küster, Hernández, Suemanotham and Vila Appendix A. Interview Questions 1. What is Disney’s approach to product placement in its entertainment products? 2.

2004), “Much respect: Toward a hip-hop theory of punishment”, in: Stanford Law Review, 56, No. 983. Cowley, E. & Barron, C. (2008) “When product placement goes wrong – The effects of program liking and placement prominence”, in: Journal of Advertising, 37(1), 89-98. d’Astous, A. & Chartier, F. (2000) “A study of factors affecting consumer evaluations and memory of product placement in movies”, in: Journal of Current Issues and Research in Advertising, 22(2), 31-40. 32 Van Vaerenbergh, Van de Sompel, Van Loock and Vermeir Debruyne, B.

247f), especially in the fast-moving consumer goods markets (FMCG), we also expect that gamers will thus have a more positive attitude towards the brand. Youn and Lee (2005) have already demonstrated this relationship in the context of advergames. Ahn (2008) showed that liking the game positively influenced perception of the brand (brand beliefs, brand personality). Hence, also a choicepreference for the brand directly after watching or playing should be influenced more strongly by an advergame than by a TV commercial.

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