By Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)
Advances in ads learn sequence are released each year through the eu ads Academy (EAA). This quantity grew out of analysis papers offered on the ninth ICORIA (International convention on study in advertisements) which used to be held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The convention concerned advertisements, communique, and advertising students situated worldwide, thereby atmosphere an instance of range and plurality in our ICORIA group. The objective of this e-book is breaking new flooring in either idea and perform. every one bankruptcy attempts to make clear difficult subject matters and provide insights which are of considerable
price for advancing our knowledge.
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Advances in advertisements learn sequence are released every year by means of the eu advertisements Academy (EAA). This quantity grew out of analysis papers provided on the ninth ICORIA (International convention on examine in advertisements) which used to be held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010.
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Extra info for Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice
12, 1059-1075. Lee, M. & Faber, R. (2007). Effects of product placement in on-line games on brand memory. Journal of Advertising, Vol. 36, No. 4, 75-90. Lenderman, M. (2006). Experience the message. New York: Carroll & Graf. , & Bressoud, E. (2007). Viewers and brand placement in movies. La Londe Seminar in Marketing Communications and Consumer Behaviour, La Londe, 5-8 June. pdf. [Accessed 14 July 2009]. MacDonald, E. & Sharp, E. (2003). Management perceptions of the importance of brand awareness as an indicator of advertising effectiveness.
Advertising repetition and placement issues in online environments. Journal of Advertising, Vol. 37, No. 2, 31-43. Yin, R. (2003). Case study research: design and methods. Thousand Oaks CA: Sage Publications. 20 Bigné, Küster, Hernández, Suemanotham and Vila Appendix A. 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?
We expect that the evaluation of a brand which is paired with a positively perceived artist will become more and more positive as the number of brand name repetitions increases, whereas the evaluation of a brand which is paired with a negatively perceived artist will become more and more negative as the number of brand name repetitions increases. An ANCOVA was run in order to test our hypothesis, of which results are provided in Table 1. 071). However, it is important to note that our results, which will be discussed in subsequent section, did not alter with the inclusion or exclusion of both covariates.