Titlebook: Advances in Advertising Research IX; Power to Consumers Verolien Cauberghe,Liselot Hudders,Martin Eisend Book 2018 Springer Fachmedien Wies

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https://doi.org/10.1007/978-1-4020-8283-2t al., 2015). Although humorous advertisements are generally known to have a positive effect on attitude toward the ad (Duncan and Nelson, 1985; Eisend, 2008; Venkatesh and Senthilkumar, 2015; Weinberger and Gulas, 1992), highly disparaging humorous advertisements may lead to adverse consumer reacti

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Verolien Cauberghe,Liselot Hudders,Martin EisendPublication in the field of economic sciences.Persuading the consumer with new advertising formats.Effectiveness of in-game advertising.An insight into the effects of advertising execution styles

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European Advertising Academyhttp://image.papertrans.cn/a/image/146623.jpg

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Borderlands in World History, 1700-1914 2.2 billion people from all socio-demographic backgrounds are now spending more and more of their leisure time playing games. As a consequence, revenues from the global games industry are expected to reach $108.9 billion by the end of 2017, making it the largest entertainment sector worldwide (Newzoo, 2017).