Skip to main content
SpringerLink
Log in
Book cover

Advances in Advertising Research IX

Power to Consumers

  • Book
  • © 2018

Overview

Editors:
  1. Verolien Cauberghe

    1. Communication Sciences, Ghent University, Gent, Belgium

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  2. Liselot Hudders

    1. Communication Science, Ghent University, Gent, Belgium

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  3. Martin Eisend

    1. Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Publication in the field of economic sciences
  • Persuading the consumer with new advertising formats
  • Effectiveness of in-game advertising
  • An insight into the effects of advertising execution styles

Part of the book series: European Advertising Academy (EAA)

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (25 chapters)

  1. Front Matter

    Pages I-XII
    Download chapter PDF

  2. Going Beyond: Persuading the Consumer with New Advertising Formats

    1. Front Matter

      Pages 1-1
      Download chapter PDF

    2. Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions

      • Mª Concepción Castellanos, José Manuel Ausin, Jaime Guixeres, Enrique Bigné
      Pages 3-15

    3. “Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising

      • Robert Freeman Cartwright, Suzanna J. Opree, Eva A. van Reijmersdal
      Pages 17-28

    4. The Role of Big Data in Programmatic TV Advertising

      • Edward C. Malthouse, Ewa Maslowska, Judy Franks
      Pages 29-42

    5. Me, Myself or the Blogger? How to Use Instagram as a Content Platform to Promote Products from the Company’s Perspective

      • Tanja Steinhart, Heribert Gierl
      Pages 43-56

    6. The Effects of Engaging with Content Marketing on Business Outcomes for B2B Service Providers

      • Wei-Lin Wang, Edward C. Malthouse, Ebru Uzunoglu
      Pages 57-70

  3. Getting Inside the Game: Effectiveness of In-Game Advertising

    1. Front Matter

      Pages 71-71
      Download chapter PDF

    2. Advertising Effects of In-Game-Advertising vs. In-App-Advertising

      • Sonja Bidmon, Johanna Röttl
      Pages 73-86

    3. The Effectiveness of In-Game Advertising: Examining the Influence of Ad Format

      • Laura Herrewijn, Karolien Poels
      Pages 87-100

    4. Keeping It Real: Applying Realistic Periods of Gameplay to the Study of Recall and Recognition of In-Game Advertising in a Console Video Game

      • Kathryn G. Charlton
      Pages 101-113

  4. How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles

    1. Front Matter

      Pages 115-115
      Download chapter PDF

    2. How Accent and Pitch Affect Persuasiveness in Radio Advertising

      • Megha Dubey, Janise Farrell, Lawrence Ang
      Pages 117-130

    3. Less is More or Less is A Bore?

      • Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas
      Pages 131-142

    4. The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge

      • Marijn H. C. Meijers, Eva A. van Reijmersdal, Anja Krafczyk
      Pages 143-161

    5. Advertising Effects of Religious Stereotypes: The Moderating Influence of Context News Valence

      • Anna Rößner, Martin Eisend
      Pages 163-175

    6. Beyond Demographics: Enhancing Media Planning with Emotional Variables

      • Don E. Schultz, Martin P. Block
      Pages 177-190

    7. Superiority Theory and Disparagement Humor: The Role of Gelotophobia, Gelotophilia, and Katagelasticism

      • Maria C. Voutsa, Leonidas Hatzithomas, Christina Boutsouki
      Pages 191-204

  5. Doing Good: Corporate Social Responsibility and Consumer Protection

    1. Front Matter

      Pages 205-205
      Download chapter PDF

    2. How Can Entertainment Fight Childhood Obesity? A Study Using Nutriventures Series

      • Luísa Agante
      Pages 207-218
Back to top

Keywords

About this book

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.

Editors and Affiliations

  • Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  • Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  • Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

About the editors

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium.

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Bibliographic Information

  • Book Title: Advances in Advertising Research IX

  • Book Subtitle: Power to Consumers

  • Editors: Verolien Cauberghe, Liselot Hudders, Martin Eisend

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-22681-7

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018

  • Hardcover ISBN: 978-3-658-22680-0Published: 17 July 2018

  • Softcover ISBN: 978-3-658-24866-6Published: 25 December 2018

  • eBook ISBN: 978-3-658-22681-7Published: 04 July 2018

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XII, 353

  • Number of Illustrations: 35 b/w illustrations

  • Topics: Branding, Consumer Behavior, Online Marketing/Social Media

Publish with us

Policies and ethics

Back to top

Search

Navigation