Advances in Advertising Research (Vol. 2): Breaking New by Enrique Bigné, Inés Küster, Asunción Hernández, Torpong

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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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.

4. Have you ever played a Disney video game online? If so, which ones? 5. What do you remember about your experiences playing these games? 6. Have you ever played a Disney video game offline? If so, which ones? 7. What do you remember about your experiences playing these games? 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?

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.

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