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Advertising: Types, Trends and Controversies
Retail Price: $152.00
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$136.80
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:
Preface

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)

Index

   Series:
      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.Violent Communication and Bullying in Early Childhood Education
02.The New Science of Curiosity
03.Cultural Considerations in Intervention with Women and Children Exposed to Intimate Partner Violence
04.Chronic Disease and Disability: The Pediatric Lung
05.Fruit and Vegetable Consumption and Health: New Research
06.Future Perspectives on Nigella sativa: Characterization and Pharmacological Properties
07.Wine and Winemaking: The Value and Efficiency
08.Impacts and Challenges in Oil Palm Cultivation and Downstream Applications of Biomass
09.Fire and the Sword: Understanding the Impact and Challenge of Organized Islamism. Volume 2
10.The Life and Times of the World's Most Famous Mathematicians
11.Innovation Processes in the Social Space of the Organization
12.High-Strength Steels: New Trends in Production and Applications

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Advertising: Types, Trends and Controversies