The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.
Edited by Patrick De Pelsmacker, University of Antwerp, Antwerp, Belgium
PART I: THE CHANGING ADVERTISING UNIVERSE 1. From Advertising Avoidance to Advertising Approach: Rethinking Attention in New Advertising Formats - Sara Rosengren 2. Consumer Responses to Creative Media Advertising: A Literature Review - Jiska Eelen, Fabienne Rauwers, Verena M. Wottrich, Hilde A. M. Voorveld and Guda van Noort 3. New Forms of Advertising in Television: Types and Effectiveness - Mar?a Arrazola, Jose' de Hevia and Pedro Reinares 4. Second Screen Advertising: A Typology of Multiscreening - Claire M. Segijn 5. Understanding Media Synergy - Guanxiong Huang and Hairong Li 6. Informing Consumers about "Hidden" Advertising: A Literature Review of the Effects of Disclosing Sponsored Content - Sophie C. Boerman and Eva A. van Reijmersdal PART II: ADVERTISING IN A DIGITAL CONNECTED WORLD 7. WOM Marketing in Social Media - Manuela Lopez, Mar?'a Sicilia and Carmen Hidalgo-Alcazar 8. Brand Pages as a Communication Tool: A State of the Art and a Research Agenda - Mar?a Sicilia, Mariola Palazon and Manuela Lopez 9. Consumers' Online Brand Endorsements - Stefan F. Bernritter, Peeter W. J. Verlegh and Edith G. Smit 10. Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising - Marcelo Royo-Vela and Farina Meyer 11. Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance - Dora Horvath and Ariel Mitev PART III: HIDDEN BUT PAID FOR: BRANDED CONTENT 12. Product Placement, Its Supporters and Detractors: A Quest for Balance - Karine Charry and Tina Tessitore 13. Does the Context Really Matter, and for Whom? Explaining the Effects of Program Liking for an Advertiser Funded Program - Yann Verhellen, Patrick De Pelsmacker and Nathalie Dens 14. The Effectiveness of In-Game Advertising: An Analysis of the Impact of Game Context and Player Involvement on Brand Awareness - Laura Herrewijn and Karolien Poels 15. Product Placement in Social Games: Qualitative Research Insights - Huan Chen, Eric Haley and Audrey Deterding 16. How to Pass the Courvoisier? An Experimental Study on the Effectiveness of Brand Placements in Music Videos - Liselot Hudders, Verolien Cauberghe, Tine Faseur and Katarina Panic 17. Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising - Haiming Hang and Agnes Nairn