Download Advances in Advertising Research, Volume 2 by Shintaro Okazaki PDF

By Shintaro Okazaki

Advances in advertisements examine sequence are released each year by way of the eu advertisements Academy (EAA). This quantity grew out of analysis papers offered on the ninth ICORIA (International convention on learn in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned advertisements, communique, and advertising and marketing students situated around the world, thereby surroundings an instance of range and plurality in our ICORIA group. The target of this ebook is breaking new flooring in either thought and perform. every one bankruptcy attempts to make clear hard subject matters and supply insights which are substantial worth for advancing our wisdom.

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2004), “The effect of conceptual and perceptual fluency on brand evaluation”, in: Journal of Consumer Research, 31, 151-165. Lee, M. J. (2007) “Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention”, in: Journal of Advertising, 36(4), 75-90. , Newton, F. & Windisch, L. (2009) “The effect of product placement in computer games on brand attitude and recall”, in: International Journal of Advertising, 28(3), 423-438. E. G. (1990) “On-line and memory-based modification of attitudes: Determinants of message recall-attitude change correspondence”, in: Journal of Personality and Social Psychology, 59(1), 5-16.

2008) and thus students represent a large part of the hip-hop audience, the use of a student sample in this study is justified. In this research, we applied the Theater Methodology as introduced by Russell (2002). This involved the creation of a stimulus (in this case, a song) that is completely under the experimenters’ control instead of using existing songs. This way, we rule out unwanted noise which might challenge the internal validity of results. Consequently, a hip-hop song was especially developed for the purpose of this study, for which we cooperated with an experienced but to the participants’ unknown hip-hopper.

Interview Questions 1. What is Disney’s approach to product placement in its entertainment products? 2. How does Disney’s approach to product placement in video games differ from product placement in its films or other entertainment products? 3. How does Disney use branded entertainment? ) 4. How does Disney assess the effectiveness of product placement and branded entertainment in video games? 5. What is the relationship between product placement in video games and consumer awareness of the Disney brand and its attributes?

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