By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

ISBN-10: 3658081317

ISBN-13: 9783658081317

ISBN-10: 3658081325

ISBN-13: 9783658081324

Advances in advertisements study are released via the eu advertisements Academy (EAA). This quantity is a compilation of study provided on the twelfth foreign convention in ads (ICORIA) which used to be held in Zagreb (Croatia) in June 2013. The convention accumulated one hundred and five top researchers from 23 international locations less than the convention subject “To Boldly Go... Extending the limits of Advertising”. The booklet offers overseas cutting-edge study with 23 articles by means of well known students from the global ICORIA network.

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Additional resources for Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising

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P. O. Wilheim (1987), "Consumer responses to ads with positive vs. negative appeals: some mediating effects of context induced mood and congruency between context and ad" in: Current Issues and Research in Advertising, Vol. 10, No. 1, 81-98. ;L. McDermmot;M. Stead and K. " in: Public Health, Vol. 120, No. 12, 1113-1139. C. and K. " in: Journal of Health Communication: International Perspectives, Vol. 11, No. 3, 245-259. Grier, S. A. Bryant (2005), "Social Marketing in Public Health" in: Annual Review of Public Health, Vol.

O'Malley;D. Serwadda and C. Apisuk (2008), "The history and challenge of HIV prevention" in: Lancet, Vol. 372, No. 9637, 475-488. G. (1986), "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance" in: Journal of Consumer Research, Vol. 13, No. 2, 196-213. S. J. " in: Health Policy, Vol. 91, No. 2, 135-141. Mukherjee, A. and L. Dubé (2012), "Mixing emotions: The use of humor in fear advertising" in: Journal of Consumer Behaviour, Vol. 11, No. 2, 147-161. R.

L. L. Wilkie (1970), "Fear: The Potential of an Appeal Neglected by Marketing" in: Journal of Marketing, Vol. 34, No. 1, 54-62. ;J. Maibach;M. Basil and K. Kurz (1991), "Negative and positive television messages: effects of message type and context on attention and memory" in: American Behavioral Scientist, Vol. 34, No. 6, 679-694. T. and B. Cooil (1994), "Reliability Measures for Qualitative Data: Theory and Implications" in: Journal of Marketing Research, Vol. 31, No. 1, 1-14. ;K. Witte;K. -Y.

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Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki


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