Index
Advertising in New Formats and Media
ISBN: 978-1-78560-313-6, eISBN: 978-1-78560-312-9
Publication date: 29 December 2016
Citation
(2016), "Index", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, Leeds, pp. 407-412. https://doi.org/10.1108/978-1-78560-313-620151023
Publisher
:Emerald Group Publishing Limited
Copyright © 2016 Emerald Group Publishing Limited
INDEX
- Prelims
- Part I The Changing Advertising Universe
- Chapter 1 From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats
- Chapter 2 Consumer Responses to Creative Media Advertising: A Literature Review
- Chapter 3 New Forms of Advertising in Television: Types and Effectiveness
- Chapter 4 Second Screen Advertising: A Typology of Multiscreening
- Chapter 5 Understanding Media Synergy
- Chapter 6 Informing Consumers about “Hidden” Advertising: A Literature Review of the Effects of Disclosing Sponsored Content
- Part II Advertising in a Digital Connected World
- Chapter 7 WOM Marketing in Social Media
- Chapter 8 Brand Pages as a Communication Tool: A State of the Art and a Research Agenda
- Chapter 9 Consumers’ Online Brand Endorsements
- Chapter 10 Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising
- Chapter 11 Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance
- Part III Hidden but Paid for: Branded Content
- Chapter 12 Product Placement, Its Supporters and Detractors: A Quest for Balance
- Chapter 13 Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program
- Chapter 14 The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness
- Chapter 15 Product Placement in Social Games: Qualitative Research Insights
- Chapter 16 How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos
- Chapter 17 Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising
- About the Authors
- Index