By Peeter Verlegh, Hilde Voorveld, Martin Eisend
This ebook presents insights into the inspiring and multifaceted box of ads examine, that is faced with demanding situations relating to advert content material and execution, media placement, in addition to on-line and social media. Distinguishing among electronic, vintage, sophisticated, and substitute ads codecs, well known students from worldwide give a contribution state of the art learn on those matters in 30 chapters. Advances in advertisements learn are released via the eu ads Academy (EAA). This quantity is a compilation of study offered on the thirteenth foreign convention in ads (ICORIA), which was once held in Amsterdam (The Netherlands) in June 2014. The convention accrued round a hundred and fifty contributors from varied international locations from Europe, North-America, Asia, and Australia.
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Extra info for Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative
The first model relates SB commercial measures to AD METER rating, second model relates SM measures with AD METER ratings and the third model relates a combination of both SB and SM measures to AD METER rating. 1 Relating Super Bowl Characteristics to Ad Meter Rating ADMETERi = β0*intercept + β1*LENGTHi + β2*HUMORi + e (2) Eq. 2 or Model 1 examined SB commercial characteristics, specifically LENGTHi and HUMORi with AD METERi. Unfortunately we were unable to find any significant correlation between the predictors with ad rating.
Advances in Advertising Research (Vol. 1007/978-3-658-10558-7_4, © Springer Fachmedien Wiesbaden 2016 38 Oh, Sasser, Lockwood-White, and Almahmoud and SNS use on traditional measures like revenues, purchases, or other branding measures are extraordinarily difficult to measure. ” (Warc, 2013). Going further into the crossover between television and SNSs in the age of multi-screen technology, television program “The X Factor” collaborated with Twitter in a revolutionary partnership at the time, featuring real-time tweets and Twitter data featured on the television program, and comments from the hosts of the show on a specialized Twitter feed (Bulkley, 2011).
While the true value of some of these individuals may be overestimated due to the increasing propensity to 'buy’ followers and likes, their relative effect is still substantial. Corporations must be careful when attempting to influence these opinion leaders as they are difficult to control and could therefore result in unwanted re-messaging. Corporations need to identify the value they can provide to these key influencers. Social media can be a source of product information (Ahrens & Coyle 2011), and the influencers achieve their influential status by providing social information to the community.
Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative by Peeter Verlegh, Hilde Voorveld, Martin Eisend