By Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila (auth.), Shintaro Okazaki (eds.)
Advances in ads learn sequence are released every year through the ecu advertisements Academy (EAA). This quantity grew out of study papers provided on the ninth ICORIA (International convention on examine in ads) which used to be held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The convention concerned advertisements, communique, and advertising students positioned around the world, thereby surroundings an instance of range and plurality in our ICORIA group. The target of this e-book is breaking new floor in either thought and perform. every one bankruptcy attempts to make clear difficult subject matters and provide insights which are of considerable
price for advancing our knowledge.
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Extra resources for Advances in Advertising Research (Vol. 2): Breaking New Ground in Theory and Practice
Branding unbound. New York: Amacom. W. & McCarthy, M. (1997). Managing negative feedback effects associated with brand extension: The impact of alternative branding strategies. Journal of Consumer Psychology, Vol. 6, No. 2, 119-140. , & Yaros, R. (2004). Advertisement or adcreep: Game players attitude toward advertising and product placement in computer games. Journal of Interactive Advertising, Vol. 5, No. 1. org/article52. [Accessed 19 June 2009]. , & Chang, S. (2006). The hidden history of product placement.
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Table 1 provides an overview of the children’s TV viewing and computergaming habits. First, after correcting the data for input errors and missing values, it was checked whether there are significant differences in the independent variables in the groups with regard to gender, age, TV viewing and videogame habits. 1. Due to low loadings, three items of the attitude scale had to be removed. From the remaining items, a mean index was calculated. 1 Results of the Mean Comparisons On average it took the children 4:50 minutes (min: 3:06, max: 13:50) to complete the advergame.