Advertising : types, trends, and controversies /
"In today's cluttered media environment, advertisers are constantly in search of new ways to improve the strength and effectiveness of their advertisements. They are continuously competing for the limited attention resources of consumers. In this book, the authors present current research...
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| Online Access: |
Full text (MCPHS users only) |
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| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York :
Nova Science Publishers,
2012
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| Series: | Advertising: Media, Marketing and Consumer Demands.
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| Subjects: | |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- Human factors determining consumer response to recommeders / J.G. Phillips, R.P. Ogeil and A. Blaszczynski
- The Lipdub as a trendy way of corporate communication: implications for institutions / Montserrat Díaz-Méndez
- The impact of congruency and time pressure during simultaneous exposure in an IDTV context / Katarina Panić, Verolien Cauberghe and Patrick De Pelsmacker
- Differential effects of visual and verbal elements in advertisements for new brands and extensions / Nathalie Dens, Bianca Puttemans and Patrick De Pelsmacker
- Bridging the gap between dream and reality: stakes and advertising strategies / Virgine Villeneuve Anaudin
- Children and advertising: what do they think about advertisements? how are they affected by advertisements? / Arzu Şener, Seval Güven and Ayfer Aydıner Boylu
- Expert commentary. Alcohol advertising on the Internet: risks for underage youth / Jennifer A. Epstein and Nancy P. Barnett.
