Title:
Advertising : types, trends, and controversies
Series:
Advertising, media, marketing and consumer demands
Publication Information:
New York : Nova Science Publishers, c2012
Physical Description:
144 p. : ill. ; 24 cm.
ISBN:
9781613246795
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010303840 | HF5823 A384 2012 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
In today's cluttered media environment, advertisers are constantly in search of new ways to improve the strength and effectiveness of their advertisements. They are continuously competing for the limited attention resources of consumers. In this book, the authors present current research in the study of the types and trends of new advertising techniques. Topics discussed include the lipdub as a trend in corporate communications; interactive digital television (IDTV) advertising; differential effects of visual and verbal elements in advertisements for new brands and extensions; the internet as an important advertising medium and children and advertising.
Table of Contents
| Preface |
| Human Factors Determining Consumer Response to Recommenders |
| The Lipdub as a Trendy Way of Corporate Communication: Implications for Institutions |
| The Impact of Congruency & Time Pressure during Simultaneous Exposure in an IDTV Context |
| Differential Effects of Visual & Verbal Elements in Advertisements for New Brands & Extensions |
| Commentary: Advertising |
| Bridging the Gap between Dream & Reality: Stakes & Advertising Strategies |
| Children & Advertising: What Do They Think About Advertisements, How Are They Affected by Advertisements? |
| Index |
