| Description |
1 online resource. |
| Physical Medium |
polychrome. |
| Description |
text file |
| Series |
Advertising: Media, Marketing and Consumer Demands
|
|
Advertising: Media, Marketing and Consumer Demands.
|
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Human factors determining consumer response to recommeders / J.G. Phillips, R.P. Ogeil and A. Blaszczynski -- Lipdub as a trendy way of corporate communication: implications for institutions / Montserrat Díaz-Méndez -- 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. |
| Summary |
"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 in the study of the types and trends of new advertising techniques. Topics discussed include the lipdub as a trend in corporate communications; interactive digitial television (IDTV) advertising; differential effects of visual and verbal elements in advertisements for new brands and extensions; the internet as an important advertising medium and children and advertising."--Publisher. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising.
|
|
Advertising. |
|
Advertising -- New products.
|
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Advertising -- New products. |
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Consumer behavior.
|
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Consumer behavior. |
| Genre/Form |
Electronic books.
|
|
Electronic books.
|
| Added Author |
Mann, Evelyn P.
|
| Other Form: |
Print version: Advertising New York : Nova Science Publishers, c2012. 9781613246795 (hardcover : alk. paper) (DLC) 2011015358 |
| ISBN |
9781620816790 ebook |
|
1620816792 |
|
9781613246795 hardcover : alkaline paper |
|
161324679X (hardcover ; alkaline paper) |
| Standard No. |
40020291146 |
|
