Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro's Advances in Advertising Research (Vol. V): Extending the PDF
By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki
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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Extra info for Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising
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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.
Advances in Advertising Research (Vol. V): Extending the Boundaries of Advertising by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki