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Advertising: Types, Trends and Controversies
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Editors: Evelyn P. Mann
Book Description:
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. (Imprint: Nova)

Table of Contents:

Chapter 1: Human Factors Determining Consumer Response to Recommenders (pp. 1-25)
(J.G. Phillips, R.P. Ogeil, A. Blaszczynski, School of Psychology & Psychiatry, Monash University, VIC, Australia, and others)

Chapter 2: The Lipdub as a Trendy Way of Corporate Communication: Implications for Institutions (pp. 27-43)
(Montserrat Díaz-Méndez, University of Extremadura, Spain)

Chapter 3: The Impact of Congruency and Time Pressure during Simultaneous Exposure in an IDTV Context (pp. 45-59)
(Katarina Paniæ, Verolien Cauberghe, Patrick De Pelsmacker, Ghent University - Department of Communication Sciences, Ghent, Belgium, and others)

Chapter 4: Differential Effects of Visual and Verbal Elements in Advertisements for New Brands and Extensions (pp. 61-76)
(Nathalie Dens, Bianca Puttemans, Patrick De Pelsmacker, University of Antwerp, Belgium, and others)

Chapter 5: Bridging the Gap between Dream and Reality: Stakes and Advertising Strategies (pp. 77-96)
(Virgine Villeneuve Anaudin, Franco-Australian Centre for International Research in Marketing, Reunion Island University, France)*

Chapter 6: Children and Advertising: What Do They Think About Advertisements, How Are They Affected by Advertisements? (pp. 97-132)
(Arzu Sener, Seval Guven, Ayfer Aydiner Boylu, Hacettepe University, Ankara, Turkey)

Commentary: Alcohol advertising on the internet: Risks for underage youth (pp. 133-136)
(Jennifer A. Epstein, Nancy P. Barnett, Weill Cornell Medical College, New York)


      Advertising: Media, Marketing and Consumer Demands
   Binding: Hardcover
   Pub. Date: 2011
   Pages: 6 x 9 144 pp.
   ISBN: 978-1-61324-679-5
   Status: AV
Status Code Description
AN Announcing
FM Formatting
PP Page Proofs
FP Final Production
EP Editorial Production
PR At Prepress
AP At Press
AV Available
Special Focus Titles
01.Peter Singer’s Ethics: A Critical Appraisal
02.Sexism: Past, Present and Future Perspectives
03.Body and Politics: Elite Disability Sport in China
04.Childhood and Adolescence: Tribute to Emanuel Chigier, 1928-2017
05.Renal Replacement Therapy: Controversies and Future Trends
06.Food-Drug Interactions: Pharmacokinetics, Prevention and Potential Side Effects
07.Terrorism and Violence in Islamic History and Theological Responses to the Arguments of Terrorists
08.International Event Management: Bridging the Gap between Theory and Practice
09.The Sino-Indian Border War and the Foreign Policies of China and India (1950-1965)
10.Tsunamis: Detection, Risk Assessment and Crisis Management
11.Sediment Watch: Monitoring, Ecological Risk Assessment and Environmental Management
12.Self-Regulated Learners: Strategies, Performance, and Individual Differences

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Advertising: Types, Trends and Controversies