Advances in Advertising Research (Vol. IV): The Changing by Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren,

By Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)

​Advances in ads learn are released via the eu ads Academy (EAA). This quantity is a compilation of analysis offered on the eleventh overseas convention in ads (ICORIA) which was once held in Stockholm (Sweden) in June 2012. The convention amassed a hundred and fifty best researchers from 22 international locations below the convention topic “The altering roles of advertising”. The booklet offers foreign cutting-edge examine with 30 articles through popular students from the global ICORIA network.

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Recently, a study by Hampel et al. (2012) investigated the effects of premium-paper on the evaluation of print ads. Their participants had to rate the ads of a household appliance and a luxury watch, either printed on high-quality paper with a highly glossy surface or on a standard paper type. Their results show, that premium-paper positively How Haptic Ad Paper Characteristics Affect Product Judgments 21 affects consumer evaluations of the ad and the brand. Table 1 provides an overview of the major findings concerning the persuasive effects of haptic sensations.

Williams, L. E. and J. A. Bargh (2008), “Experiencing physical warmth promotes interpersonal warmth,” in; Science, Vol. 322, 606-607. Zhang, S. and A. B. Markman (2001), “Processing product unique features: Alignability and involvement in preference construction,” in: Journal of Consumer Psychology, Vol. 11 (1), 13-27. Social Media Engagement that Drives Purchase Behavior Edward C Malthouse, Medill School, Northwestern University, USA Mark Vandenbosch, Ivey Business School, Western University, Canada Su Jung Kim, Medill School, Northwestern University, USA 1 Introduction The Internet and social media are enabling many new forms of advertising.

Parasnis (2012), “From Social Media to Social CRM”, IBM, IBM Global Services, Somers, NY. ; Juric, B. and A. Ilic (2011), “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research,” in: Journal of Service Research, Vol 14 (3), 252-271. ; Malthouse, E. C. and U. Schaedel(2009), “Engagement with Online Media and Advertising Effectiveness,” in: Journal of Interactive Marketing, Vol. 69 (1), 321-331. A. and D. Iacobucci (2008), “Marketing Research Methodological Foundations,” 9th edition, Thompson.

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