Advances in Advertising Research, Volume 2 , 2011th Edition by Shintaro Okazaki

By Shintaro Okazaki

Advances in ads learn sequence are released every year through the ecu ads Academy (EAA). This quantity grew out of study papers offered on the ninth ICORIA (International convention on study in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned advertisements, verbal exchange, and advertising students positioned around the world, thereby surroundings an instance of variety and plurality in our ICORIA neighborhood. The aim of this ebook is breaking new floor in either idea and perform. each one bankruptcy attempts to make clear difficult subject matters and provide insights which are massive worth for advancing our wisdom.

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Thousand Oaks CA: Pine Forge Press. Darlington, Y. & Scott, D. (2002). Qualitative research in practice. Crows Nest NSW: Allen & Unwin. Daymon, C. & Holloway, I. (2002). Qualitative research methods in public relations and marketing communications. London: Routledge. Flyvbjerg, B. (2006). Five misunderstandings about case study research. Qualitative Inquiry, Vol. 12, No. 2 Galician, M. (2005). Handbook of product placement in the mass media. Binghamton NH: Haworth Press. Gerdes, L. (2006). Ads People Play.

Did playing a Disney video game motivate you to purchase another Disney product related to the character in the video game? The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter? , 2003), marketers are exploring various new ways to convey brand-related messages to consumers. One of the proposed techniques is product or brand (name) placement, which is defined as the incorporation of a brand name into an entertainment vehicle (Ferraro and Avery, 2000).

8. What is your attitude towards Disney games that are based on a Disney character such as Hannah Montana or Bolt? 9. If you played a Disney video game with children, do you think that the characters or products used in the game had an influence on their attitudes? 10. Did playing a Disney video game motivate you to purchase another Disney product related to the character in the video game? The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

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