Titlebook: Advances in Advertising Research (Vol. 1); Cutting Edge Interna Ralf Terlutter,Sandra Diehl,Shintaro Okazaki Book 2010 Gabler Verlag | Spri

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Advances in Advertising Research (Vol. 1)978-3-8349-6006-1Series ISSN 2626-0328 Series E-ISSN 2626-0336

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Boolean Calculus of Differences-, scarcity- and categorization- theory, effects of exploration seeking and processing depth are analysed. Additionally reciprocal effects of limited editions on the parent brand are examined. Implications for the use of limited editions in practice will be deduced from the results.

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2626-0328 of markets, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media availabl

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Differentials and Differential Operations,adults. The PSA threat level and the combination of negative message framing, negative context priming and high-threat messages have a significant effect on evoked fear. Evoked fear plays the strongest role in the development of message credibility, more than cognitive factors such as perceived threat and coping efficacy.

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Book 2010, which requires academics and practitioners to take an increasingly international orientation in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for comm

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