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Advances in Advertising Research, Volume 2 by Shintaro Okazaki

By Shintaro Okazaki

Advances in advertisements examine sequence are released every year by way of the ecu advertisements Academy (EAA). This quantity grew out of study papers offered on the ninth ICORIA (International convention on examine in Adversiting) which has held at Universidad Autonoma de Madrid, Spain, on June 24-26, 2010. The convention concerned ads, verbal exchange, and advertising students positioned world wide, thereby environment an instance of range and plurality in our ICORIA neighborhood. The target of this publication is breaking new floor in either conception and perform. each one bankruptcy attempts to make clear hard issues and supply insights which are significant worth for advancing our wisdom.

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2008). Children as consumers. The Future of Children, Vol. 18, No. 1, 205-232. Product Placement in Video Games as a Marketing Strategy 17 Chiou, J. (2000). S. and Taiwanese students. Genetic, Social and General Psychology Monographs, Vol. 26, No. 1, 105-124. Cowley, E. & Barron, C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, Vol. 37, No. 1, 89-98. W. (2007). Qualitative inquiry and research design. Thousand Oaks CA: Sage Publications Croteau, D.

How does Disney use branded entertainment? ) 4. How does Disney assess the effectiveness of product placement and branded entertainment in video games? 5. What is the relationship between product placement in video games and consumer awareness of the Disney brand and its attributes? 6. In what ways can product placement in video games create negative attitudes towards brands among the players of the games? 7. What methods does Disney use to ensure that product placement and branded entertainment video games result in a positive attitude toward the Disney brand among players?

The production of the stimulus material applied to professional standards, which ensured that the song did not raise the audiences’ suspicion of lacking authenticity (Yang and Roskos-Ewoldson, 2007). In the song, the artist sang about his life as hip-hopper and his devotion to hip-hop music. In case no brand name was added to the text, the artist mentioned listening to music on a “MP3 player”. ”, which acts as a fictitious brand name for a MP3 player. By using an unknown brand name, potential confounding elements such as prior brand knowledge, attitude and usage could not influence our results.

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