Index

Advertising in New Formats and Media

ISBN: 978-1-78560-313-6, eISBN: 978-1-78560-312-9

Publication date: 29 December 2016

This content is currently only available as a PDF

Citation

(2016), "Index", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, Leeds, pp. 407-412. https://doi.org/10.1108/978-1-78560-313-620151023

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016 Emerald Group Publishing Limited


INDEX

Accessibility-diagnosticity principle
, 269

Ad credibility
, 34

Advertiser funded program (AFP)

limitations
, 304

managerial implications
, 302–303

measures
, 298

procedure and sample
, 297

results
, 298–301

setting
, 297

theoretical background and hypotheses
, 294–297

Advertisers, implications for
, 139, 140, 141

Advertising approach

cost of attention
, 9

definition
, 10

implications of
, 15

knowledge
, 11–12

measurement
, 10–11

paradigm shift
, 9

Advertising avoidance
, 4, 8

Advertising equity
, 13–14

Advertising formats
, 4–5

implications for
, 12–14

Advertising schema
, 26

AFP

See Advertiser funded program (AFP)

Ambient communication
, 22

Ambush or parasitic marketing
, 23

Artist–brand relationship
, 367–368

Attention
, 5–8

Brand attitudes
, 131–132, 366–367, 371–373

Brand beliefs
, 33

Branded entertainment
, 292

Brand memory
, 130–131

Brand name recognition
, 321, 323

Brand pages

broad audience
, 173

communication effectiveness
, 174–175

consequences of
, 178–180

information diffusion
, 173–174

intrusion/irritation
, 175–176

market research
, 174–175

metrics
, 176

motivations to become members of
, 177–178

online brand communities
, 175

open access
, 173

virtual brand community
, 171–172

Brand placements

artist–brand relationship
, 367–368

brand attitudes
, 366–367, 371–373

brand prominence
, 365–366

design and procedure
, 368–369

hypotheses development
, 364–365

limitations
, 375

manipulation checks
, 371

measures
, 370

purchase intention
, 371–373

respondents
, 370

results
, 371–373

stimulus material
, 369–370

theoretical framework
, 364–365

Brand prominence
, 365–366

Brand recall
, 33, 321, 323

Brand-related drivers
, 194–196

Brand responses
, 138–139

Brand schema
, 26

Buzz marketing
, 23

Catsubsistence
, 257

Children

advertising, implicit influence of
, 382–387

cognitive defence
, 388–390

dual process attitude model
, 382–383

dual process model
, 386–387

empirical evidence on
, 387–388

food marketing defence model
, 384

implicit influence of
, 390–392

PCMC model
, 384–386

Classical conditioning theory
, 268

CoMEMEt
, 259–260

Communication effectiveness
, 174–175

Community-related drivers
, 196–197

Conceptual Research Model
, 294

Consumer innovativeness and novelty seeking
, 24

Consumers’ online brand endorsements

antecedents and consequences of
, 202

and brand
, 198–199

brand-related drivers of
, 194–196

community-related drivers of
, 196–197

effects of
, 198

identity-related drivers of
, 193–194

importance
, 190–191

other consumers
, 199–200

practical implications
, 203–204

reason of
, 193

word of mouth
, 191–193

Creative media advertising

behavioral responses
, 35–36

cognitive responses
, 28, 31–34

curiosity
, 36

definition
, 22–24

effectiveness of
, 24–27

empirical evidence for
, 27–30

evaluative responses
, 34–35

humor
, 38

incongruence resolution
, 37–38

persuasive attempt
, 37

positive brand-related thoughts
, 37–38

surprise
, 36–37

Cross-cultural comparison
, 353–355

Cultivation paradigm
, 269

Customer engagement behavior
, 192

Disclosures

awareness
, 125–126, 137–138

brand attitude
, 131–132

brand memory
, 130–131

brand responses
, 130–132, 138–139

characteristics
, 133–136, 139–140

conditions for
, 132–137

content of
, 133–134

critical processing
, 129–130

implications
, 137–143

modality
, 135–136

persuasion knowledge
, 127–129

processing effects
, 126–130

processing of advertising
, 138

purchase intention
, 131–132

receiver characteristics
, 136–137, 140–141

sponsored content, attention consumers
, 126–127

sponsored content regulations
, 124–125

theoretical implications
, 141–142

timing and duration
, 134–135

Dual Process Attitude Model
, 382–383

Dual Process Model
, 386–387

Educational placement (EP)
, 280

EP

See Educational placement (EP)

External telepromotions
, 51

Food Marketing Defence Model
, 384

Game advertising
, 390–392

Game context

See also In-game advertising (IGA)

game story
, 313

impact of
, 310–311

key findings
, 321–325

limitations
, 327–329

managerial implications
, 329–330

method
, 317–321

player control
, 312–313

player involvement
, 314–316

social setting
, 312

theoretical implications
, 325–327

Guerilla marketing
, 22

HAM theory

See Human associative memory (HAM) theory

Hedonic contingency theory
, 324

Hubs
, 155–156

Human associative memory (HAM) theory
, 26

Identity-related drivers
, 193–194

IGA

See In-game advertising (IGA)

In-game advertising (IGA)

game context, impact of
, 310–311

problem definition
, 310

strategic goals
, 310

Innovators
, 155

Inter-media interaction approach
, 98

Internal telepromotions
, 52

International Encyclopedia of Communication
, 100

Internet
, 213

Internet memes
, 245–246, 253–254

See also Memes

Intra-media comparison approach
, 98

Market mavens
, 155

Media multitasking

and advertising effectiveness
, 79–80

multi-dimensions of
, 80–92

Media synergy

definition
, 100–102

inter-media interaction
, 104–106

measurement of
, 108–109

multi-media engagement
, 106–108

sequential media use
, 103–104

simultaneous media use
, 102–103

MEMEor
, 257–259

MEMEorid
, 257

MEMEorite
, 259

Memes

actuality
, 251–252

CoMEMEt
, 259–260

definition of
, 244–245

humour
, 255

impact of
, 257

internet meme value concept
, 247–249

irony
, 255

likeability
, 255–256

mask
, 254

MEMEor
, 257–259

MEMEorid
, 257

MEMEorite
, 259

recognisability and uniqueness
, 249–251

research methodology
, 246–247

societal issues
, 256

variability
, 252–253

Mobile advertising
, 223–229

Modelling paradigm
, 269

Multi-dimensions, media multitasking

behavioral responses
, 90

multiscreening and advertising effectiveness
, 80–82

shared modality
, 87–88

task contiguity
, 88

task hierarchy
, 82–86

task inputs
, 88–90

task outputs
, 90–91

task relations
, 80, 82

task relevance
, 86

time pressure
, 90–91

user differences
, 91–92

Multi-media engagement
, 98, 106–108

Multiscreening, challenge or opportunity
, 92–93

New forms of advertising (NFAs)

effectiveness of
, 56–65

external telepromotions
, 67–68, 74–75

importance of
, 53–56

internal telepromotions
, 68–69, 75

on-screen captions
, 69–70, 75

product placement
, 75–76

split-screen advertising
, 69, 75

teleshopping and infomercials
, 74

television billboards
, 65–67, 74

types of
, 50–54

virtual advertising
, 69–70, 75

NFAs

See New forms of advertising (NFAs)

ODT

See Optimal Distinctiveness Theory (ODT)

Online brand communities
, 175

Online game advertising
, 381–382, 387

On-screen captions
, 52

Opinion leaders
, 154–155

Optimal Distinctiveness Theory (ODT)
, 177

Parasitic marketing
, 23

PCMC model
, 384–386

Perceived value
, 34

Persuasion attempt
, 34

Persuasion knowledge (PK)
, 268

Persuasive intent
, 277

PK

See Persuasion knowledge (PK)

Plot connection
, 272

PP

See Product placement (PP)

Product placement
, 53

cross-cultural comparison
, 353–355

definition of
, 339–340

findings
, 345

freedom of choice
, 345–346

limitation
, 356

marketers, implications for
, 355–356

methodology
, 342–345

in new media
, 340–342

qualitative research on
, 342

real-world branding
, 350–351

real-world consumption
, 347–348, 352–353

in social games
, 345, 348

subtleness
, 346–347

theoretical framework
, 337–339

unobtrusiveness
, 346–347

virtual branding
, 350–351

Product placement (PP)

balanced perspective
, 279–283

disclosure, potential positive effects of
, 281–283

effective disclosures
, 277–279

European regulation
, 276–277

marketing perspective
, 267–273

potential positive
, 279–281

public policy perspective
, 273–279

regulations
, 273–276

schematic overview
, 289–290

traditional advertising
, 267–270

types of
, 270–273

Program liking
, 293–294

Public policy
, 137, 138

Public policy perspective
, 273–279

Purchase intention
, 35

Real-world branding
, 350–351

Real-world consumption
, 347–348, 352–353

Referral programs
, 160–162

Schema theory
, 25

Second screen media

and advertising effectiveness
, 79–80

media multitasking
, 79–80

multi-dimensions of
, 80–92

multiscreening, challenge or opportunity
, 92–93

Self-enhancement concerns
, 25

Shopping and purchase behavior
, 36

Short message service (SMS) advertising
, 212, 213, 214

conceptual framework
, 219–221

hypothesis testing
, 229–234

irritation antecedents
, 217–219

positive and negative attitude
, 215–217

wearout effect
, 221

wearout, in mobile advertising
, 221–223

Simultaneous media usage survey (SIMM)
, 101

SIT

See Social Identity Theory (SIT)

SMS advertising

See Short message service (SMS) advertising

SNSs

See Social network sites (SNSs)

Social games

Chinese white-collar consumers’ interpretations
, 348

college-aged consumers’ interpretations
, 345

cross-cultural comparison
, 353–355

Social Identity Theory (SIT)
, 177

Social learning theory
, 269

Social media
, 153–157

Social network sites (SNSs)
, 348–352

Split-screen advertising
, 52

Squared grumpycatness
, 257

Street marketing
, 23

Teleshopping and infomercials
, 50

Television (TV) advertising
, 380

Television billboards
, 51

TV advertising
, 380

U&G theory

See Uses and Gratification (U&G) theory

Unconventional marketing communication
, 22

Uses and Gratification (U&G) theory
, 177

Value expressive
, 269

Viral marketing
, 23, 157–160

Virtual advertising
, 52, 69–70, 75

Virtual brand community
, 171–172

Virtual branding
, 350–351

Wearout
, 107, 214, 221, 225–227, 229, 235, 237

WOMM

See Word of mouth marketing (WOMM)

WOMMA

See Word of Mouth Marketing Association (WOMMA)

Word of mouth marketing (WOMM)

conceptualization of
, 151–152

definition
, 151

ethical issues of
, 162–163

hubs
, 155–156

incentives
, 156–157

innovators
, 155

market mavens
, 155

message, type of
, 156

opinion leaders
, 154–155

referral programs
, 160–162

in social media
, 153–157

strategies of
, 157–162

viral marketing
, 157–160

Word of Mouth Marketing Association (WOMMA)
, 151

Prelims
Part I The Changing Advertising Universe
Chapter 1 From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats
Chapter 2 Consumer Responses to Creative Media Advertising: A Literature Review
Chapter 3 New Forms of Advertising in Television: Types and Effectiveness
Chapter 4 Second Screen Advertising: A Typology of Multiscreening
Chapter 5 Understanding Media Synergy
Chapter 6 Informing Consumers about “Hidden” Advertising: A Literature Review of the Effects of Disclosing Sponsored Content
Part II Advertising in a Digital Connected World
Chapter 7 WOM Marketing in Social Media
Chapter 8 Brand Pages as a Communication Tool: A State of the Art and a Research Agenda
Chapter 9 Consumers’ Online Brand Endorsements
Chapter 10 Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising
Chapter 11 Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance
Part III Hidden but Paid for: Branded Content
Chapter 12 Product Placement, Its Supporters and Detractors: A Quest for Balance
Chapter 13 Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program
Chapter 14 The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness
Chapter 15 Product Placement in Social Games: Qualitative Research Insights
Chapter 16 How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos
Chapter 17 Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising
About the Authors
Index