Advertising research. Message, Medium and Context

In the first part, important aspects of advertising messages that influence
advertising effectiveness are discussed, with contributions on advertising
strategies and branding, advertising creativity, emotional and informational
advertising strategies, effective arguments in advertising and the
use of celebrity endorsers. In the medium part, a number of studies
on advertising in new media such as internet advertising, advertising
in computer games (advergames), and the usage of new media by
different target groups, are collected. In the final part on context,
the contributions elaborate among others on product placement,
the impact of cultural differences on advertising effectiveness,
how men and women differ in their reactions to advertising, the
connection between advertising and human values, and advertising
aimed at children.

This book compiles the best research reports presented at the
7th ICORIA – International Conference on Research in Advertising
– conference, organized by the European Advertising
Academy (E.A.A.).

Patrick De Pelsmacker is Professor of Marketing
at the University of Antwerp and Ghent
University. His research focuses upon the study of
marketing communication, advertising effectiveness,
social marketing and consumer behaviour in general.

Nathalie Dens works as FWO (Research Foundation)
fellow in the Marketing Department of the University of
Antwerp, Faculty of Applied Economics. Her research interests
are in marketing communications in general and the effectiveness
of advertising for different branding strategies in particular.