Advances in Advertising Research (Vol. V): Extending the - download pdf or read online

By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

Advances in advertisements examine are released via the ecu ads Academy (EAA). This quantity is a compilation of analysis awarded on the twelfth overseas convention in ads (ICORIA) which was once held in Zagreb (Croatia) in June 2013. The convention accumulated one zero five top researchers from 23 nations lower than the convention topic “To Boldly Go... Extending the limits of Advertising”. The e-book offers foreign cutting-edge learn with 23 articles through well known students from the global ICORIA network.

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32 Kyrousi and Panigyrakis of advertisement colored backgrounds varying across a single color dimension, that of hue2 (blue, red and achromatic), on explicit and implicit memory. The inclusion of involvement serves a dual purpose: first, its manipulation is expected to result in dissociations between explicit and implicit memory measures, given that it has been suggested to affect explicit, but not implicit, memory (Duke and Carlson, 1993) and second, because involvement is thought to moderate responses to ads according to the LIPM (Heath, 2001).

6, No. 1,pp. 63-83. S. L. 1990, “Implicit memory and test awareness”, Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 16, No. 3,p. 404. R. E. 1996, “Effects of color and pattern on implicit and explicit picture memory”, Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 22, No. 3,p. 639. , Cherian, J. & Bhargava, M. 1993, “Factors influencing recall of outdoor advertising”, Journal of Advertising Research, Vol. 33, No. 3,pp. 64-72. R. & Carlson, L.

McDermott (2007), "A Systematic Review of Social Marketing Effectiveness" in: Health Education, Vol. 107, No. 2, 126-191. H. J. R. Eppright (1991), "The Protection Motivation Model: A Normative Model of Fear Appeals" in: Journal of Marketing, Vol. 55, No. 3, 36-45. Terblanche-Smit, M. S. Terblanche (2010), "Race and attitude formation in HIV/Aids fear advertising" in: Journal of Business Research, Vol. 63, No. 2, 121-125. Vakratsas, D. and T. " in: Journal of Marketing, Vol. 63, No. 1, 26-43. Vaughn, R.

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