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Advances in Advertising Research, Volume 2 by Shintaro Okazaki

By Shintaro Okazaki

Advances in ads examine sequence are released every year by means of the ecu ads Academy (EAA). This quantity grew out of study papers awarded on the ninth ICORIA (International convention on examine in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned ads, conversation, and advertising students situated world wide, thereby surroundings an instance of range and plurality in our ICORIA neighborhood. The aim of this booklet is breaking new floor in either conception and perform. each one bankruptcy attempts to make clear demanding subject matters and provide insights which are significant worth for advancing our wisdom.

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2008) “When product placement goes wrong – The effects of program liking and placement prominence”, in: Journal of Advertising, 37(1), 89-98. d’Astous, A. & Chartier, F. (2000) “A study of factors affecting consumer evaluations and memory of product placement in movies”, in: Journal of Current Issues and Research in Advertising, 22(2), 31-40. 32 Van Vaerenbergh, Van de Sompel, Van Loock and Vermeir Debruyne, B. (2007), “Hiphopmarketing is bling bling”, in: Bizz, March 2007, 30-31. Delattre, E.

2008). Brand recall and recognition: A comparison of television and sport video games as presentation modes. Sport Marketing Quarterly, Vol. 17, 201-208. Product Placement in Video Games as a Marketing Strategy 19 Walt Disney Company. (2009). Annual report 2008. pdf. [Accessed 18 June 2009]. Winkler, T. & Buckner, K. (2006). Receptiveness of gamers to embedded brand messages in advergames. 7, No. 1. org/article85. [Accessed 19 June 2009]. Wolf, M. (2008). The video game explosion. Westport CT: Greenwood Press.

2005). While playing an advergame, children are likely to be more active and their cognitive efforts will be greater than when watching a TV commercial (Grodal, 2000). Hence, we propose our first hypothesis: H1: Advergames will be perceived as more exciting than TV ads. With regard to cognitive efforts, the cognitive process is constrained by individuals’ limited information processing capacity (Eyseneck and Keane, 2000; Kahneman, 1973; Annie Lang, 2000; A. Lang, 2006). Gamers have to use this limited capacity to process the gameplay and anticipate the ongoing gaming situation (Grodal, 2000), which might distract players from the featured brand (Grigorovici and Constantin, 2004; Nelson, 2005).

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