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Advertising in New Formats and Media

Current Research and Implications for Marketers

Inbunden, Engelska, 2016

AvPatrick De Pelsmacker,Belgium) Pelsmacker, Patrick (University of Antwerp,Patrick de Pelsmacker,Patrick De Pelsmacker

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The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.

Produktinformation

Utgivningsdatum2016-04-06
Mått152 x 229 x 29 mm
Vikt746 g
FormatInbunden
SpråkEngelska
Antal sidor432
FörlagEmerald Publishing Limited
ISBN9781785603136

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PART I: THE CHANGING ADVERTISING UNIVERSE1. From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats - Sara Rosengren2. Consumer Responses to Creative Media Advertising: A Literature Review - Jiska Eelen, Fabie¨nne Rauwers, Verena M. Wottrich, Hilde A. M. Voorveld and Guda van Noort3. New Forms of Advertising in Television: Types and Effectiveness - Mar?a Arrazola, Jose´ de Hevia and Pedro Reinares4. Second Screen Advertising: A Typology of Multiscreening - Claire M. Segijn5. Understanding Media Synergy - Guanxiong Huang and Hairong Li6. Informing Consumers about “Hidden” Advertising: A Literature Review of the Effects of Disclosing Sponsored Content - Sophie C. Boerman and Eva A. van ReijmersdalPART II: ADVERTISING IN A DIGITAL CONNECTED WORLD7. WOM Marketing in Social Media - Manuela Lopez, Mar?´a Sicilia and Carmen Hidalgo-Alcazar8. Brand Pages as a Communication Tool: A State of the Art and a Research Agenda - Mar?a Sicilia, Mariola Palazon and Manuela Lopez9. Consumers’ Online Brand Endorsements - Stefan F. Bernritter, Peeter W. J. Verlegh and Edith G. Smit10. Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising - Marcelo Royo-Vela and Farina Meyer11. Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance - Dora Horvath and Ariel MitevPART III: HIDDEN BUT PAID FOR: BRANDED CONTENT12. Product Placement, Its Supporters and Detractors: A Quest for Balance - Karine Charry and Tina Tessitore13. Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program - Yann Verhellen, Patrick De Pelsmacker and Nathalie Dens14. The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness - Laura Herrewijn and Karolien Poels15. Product Placement in Social Games: Qualitative Research Insights - Huan Chen, Eric Haley and Audrey Deterding16. How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos - Liselot Hudders, Verolien Cauberghe, Tine Faseur and Katarina Panic17. Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising - Haiming Hang and Agnes Nairn

Patrick De Pelsmacker presents readers with a comprehensive examination of the new media landscape and the changes that have come to advertising with the emergence of digital and other new formats in media. The editor has organized the seventeen selections that make up the main body of the text in three parts devoted to the changing universe of advertising, advertising in a digitally connected world, and the hidden but paid for world of branded content and content marketing. De Pelsmacker is a faculty member of the University of Antwerp in Belgium.