Titlebook: Advances in Advertising Research (Vol. IV); The Changing Roles o Sara Rosengren,Micael Dahlén,Shintaro Okazaki Book 2013 Springer Fachmedie

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SpringerBriefs in Computer Scienceatforms is developing new income streams and as a result, over the past decade there has been a resurgence of product placement, in particular within new media platforms such as video games, virtual worlds, social media and reality television programs (Taylor, 2009). For instance, in Australia, the

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Paula Gra?a,Luís M. Camarinha-Matos 2009). In fact, the use of celebrities as endorsers appears to be on the rise with 14 percent of advertisements in America featuring a celebrity, 24 percent in India and 45 percent in Taiwan (New York Times, 2008).

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Paula Gra?a,Luís M. Camarinha-Matosction (that is, of message compliance). Negatively framed messages emphasize the disadvantages of noncompliance (O’Keefe and Jensen, 2006). Since the topic gained much interest, several studies have compared the persuasiveness of positively and negatively framed messages. Overall, the studies did ne

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https://doi.org/10.1007/978-3-030-62412-5dia. In integrated marketing communication (IMC), synergy can contribute significantly to reinforcing the preferred outcome, that is, total sales. Cross-media synergy, defined as the combined effect of more than one media that exceeds each medium’s individual effects on the measured outcome, is of p

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