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E-book

Title Advertising : types, trends, and controversies / Evelyn P. Mann, editor
Published New York : Nova Science Publishers, c2012

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Description 1 online resource
Series Advertising: Media, Marketing and Consumer Demands
Advertising: Media, Marketing and Consumer Demands
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
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
Bibliography Includes bibliographical references and index
Notes Description based on print version record
Subject Advertising.
Advertising -- New products.
Consumer behavior.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Advertising
Advertising -- New products
Consumer behavior
Form Electronic book
Author Mann, Evelyn P
LC no. 2020677702
ISBN 9781620816790
1620816792