Download Advances in Advertising Research (Vol. 2): Breaking New by Enrique Bigné, Inés Küster, Asunción Hernández, Torpong PDF

By Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)

Advances in ads learn sequence are released every year by means of the eu advertisements Academy (EAA). This quantity grew out of analysis papers provided on the ninth ICORIA (International convention on learn in ads) which used to be held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The convention concerned advertisements, communique, and advertising students situated worldwide, thereby atmosphere an instance of range and plurality in our ICORIA neighborhood. The objective of this e-book is breaking new floor in either thought and perform. every one bankruptcy attempts to make clear difficult subject matters and supply insights which are of considerable
worth for advancing our knowledge.

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In a broader context, research in the area of product and brand name placement found that a placement has the ability to positively influence brand attitudes. For example, Matthes et al. (2007) found that the frequency of placement has a positive impact on the evaluation of the brand in a TV show: the more frequent a brand is placed within a television show, the more favorable the attitudes toward that brand become. In a similar vein, Van Reijmersdal et al. (2007) showed that the image of brands placed in a TV show changed after two or more exposures.

5. What do you remember about your experiences playing these games? 6. Have you ever played a Disney video game offline? If so, which ones? 7. What do you remember about your experiences playing these games? 8. What is your attitude towards Disney games that are based on a Disney character such as Hannah Montana or Bolt? 9. If you played a Disney video game with children, do you think that the characters or products used in the game had an influence on their attitudes? 10. Did playing a Disney video game motivate you to purchase another Disney product related to the character in the video game?

Second, the number of brand name repetitions was limited to ten in our manipulations. Future research might explore whether an overload of brand name repetitions might cause irritation with respondents (see Cowley and Barron, 2008), resulting in negative effects of brand name placement in song lyrics on brand attitudes. Third, in our manipulation the hip-hopper sang about his life as hiphopper, while the brand we included involved a MP3 player. As such, congruence between song lyrics and the brand name might exist.

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