Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro's Advances in Advertising Research (Vol. V): Extending the PDF

Advertising

By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

ISBN-10: 3658081317

ISBN-13: 9783658081317

ISBN-10: 3658081325

ISBN-13: 9783658081324

Advances in ads study are released by means of the ecu advertisements Academy (EAA). This quantity is a compilation of study provided on the twelfth foreign convention in advertisements (ICORIA) which used to be held in Zagreb (Croatia) in June 2013. The convention accumulated a hundred and five top researchers from 23 nations below the convention topic “To Boldly Go... Extending the bounds of Advertising”. The e-book presents overseas state of the art learn with 23 articles by way of popular students from the global ICORIA network.

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And T. " in: Journal of Marketing, Vol. 63, No. 1, 26-43. Vaughn, R. (1980), "How advertising works: A planning model" in: Journal of Advertising Research, Vol. 20, No. 5, 27-33. E. A. W. Moloney (1993), "Social Marketing for Public Health" in: Health Affairs, Vol. 12, No. 2, 104-119. J. F. Tinkham (2013), "Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement" in: Journal of Advertising, Vol. 42, No. 1, 3041. Color in Print Advertising: Effects on Implicit and Explicit Memory and Priming Antigone G.

Trinidad (2007), "Choose Your Method: A Comparison of Phenomenology, Discourse Analysis, and Grounded Theory" in: Qualitative Health Research, Vol. 17, No. 10, 1372-1380. ;R. Gordon;K. Angus and 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.

A social ad is only classified as a combination of appeals if there are an equal number of categories classified as positive, negative and/or combination of both. When there were several categories classified as a combination of appeals, the number of categories classified only as positive or negative usually resolved the draw. As social advertisements may include both negative and positive appeals (Eppright et al. 2002; Gallopel-Morvan et al. 2009), the final classification of social advertisements as positive, negative or a combination of both reflect the proportion of codifications as positive and negative in the differ- 22 Casais and Proença ent categories of the model – more than 50% -, considering that each category has the same importance to the classification of social ads.

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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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