Advances in Advertising Research IX

Publication in the field of economic sciences
Persuading the consumer with new advertising formats
Effectiveness of in-game advertising
An insight into the effects of advertising execution styles

Publication in the field of economic sciences Persuading the consumer with new advertising formats Effectiveness of in-game advertising An insight into the effects of advertising execution styles

Autorentext

Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium.

Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Zusammenfassung
Publication in the field of economic sciences
Persuading the consumer with new advertising formats
Effectiveness of in-game advertising
An insight into the effects of advertising execution styles

Inhalt

Going Beyond: Persuading the Consumer with New Advertising Formats.- Getting Inside the Game: Effectiveness of In-Game Advertising.- How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles.- Doing Good: Corporate Social Responsibility and Consumer Protection.- Let them Talk: How to Increase and Evaluate Word of Mouth.- It's All about Context: Situational Influences on Advertising Effects.