Get Advances in Advertising Research (Vol. VI): The Digital, the PDF

By Peeter Verlegh, Hilde Voorveld, Martin Eisend

ISBN-10: 3658105577

ISBN-13: 9783658105570

ISBN-10: 3658105585

ISBN-13: 9783658105587

This booklet offers insights into the inspiring and multifaceted box of advertisements study, that's faced with demanding situations concerning advert content material and execution, media placement, in addition to on-line and social media. Distinguishing among electronic, vintage, refined, and replacement advertisements codecs, popular students from world wide give a contribution state of the art study on those concerns in 30 chapters. Advances in ads study are released by way of the ecu advertisements Academy (EAA). This quantity is a compilation of study provided on the thirteenth overseas convention in ads (ICORIA), which was once held in Amsterdam (The Netherlands) in June 2014. The convention accumulated round one hundred fifty contributors from different international locations from Europe, North-America, Asia, and Australia.

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Additional resources for Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative

Example text

The study found that online communities were ideal hotbeds for ideas and insights in the form of created value by customers for brands (Seraj, 2012). Social media’s value in branding efforts is notoriously hard to measure, but there is research showing that social media-created value can also translate to actual financial value and performance. The use of data-mining within the Twitter platform can be used to perform research on tweets and tweeters on a massive level. Besprosvan, through the use of data-mining and linguistic coding software, was able to gain insights on brand and consumer sentiment as an aggregate (Besprosvan & Oyarzun, 2009).

AD-METER is an annual survey that recruited thousands of panelists across the US to participate in AD-METER (Wall Street Journal, 2014). , 2013; Lawrence, Fournier & Brunel, 2013) to examine consumer-generated advertising. AD-METER is considered to be the most widely recognized measure of Super Bowl commercial popularity (Kanner, 2004). Two groups of independent variables are examined: Super Bowl (SB) and Social Media (SM) measures for brand (x) and ad (i). Each is discussed in detail below. , 2013).

1999), Experiential marketing, in: Journal of Marketing Management, 15(1-3), 53-67. Sherr, I. (2013), “Why Apple Has Trouble Keeping Its Secrets, Digits”, The Wall Street Journal. Tang, C. and L. Guo (2013), “Digging for gold with a simple tool: Validating text mining in studying electronic word-of-mouth (eWOM) communication”, in: Marketing Letters, 1-14. , Cai, D. and A. Kappas (2010), “Sentiment strength detection in short informal text”, in: Journal of the American Society for Information Science and Technology, 61(12), 2544-2558.

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Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative by Peeter Verlegh, Hilde Voorveld, Martin Eisend


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