Journal of Marketing Communications, Volume 18, Issue 1 (2012)

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Journal of Marketing Communications, Volume 18, Issue 1 (2012)

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New Advertising Formats

Articles

New advertising formats: How persuasion knowledge affects consumer responses
Patrick de Pelsmacker & Peter C. Neijens
Pages: 1-4
Published online: 19 Jan 2012
First Page PreviewforNew advertising formats: How persuasion knowledge affects consumer responses | Full Text | References | PDF (38.5 KB)
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Article
Effects of online advertising format and persuasion knowledge on audience reactions
Karolina Tutaj & Eva A. van Reijmersdal
Pages: 5-18
Published online: 19 Jan 2012
AbstractforEffects of online advertising format and persuasion knowledge on audience reactions | Full Text | References | PDF (96.1 KB)
  • 9868 Views
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Article
Does customization impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customized online environments
Laura F. Bright & Terry Daugherty
Pages: 19-37
Published online: 19 Jan 2012
AbstractforDoes customization impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customized online environments | Full Text | References | PDF (154 KB)
  • 2668 Views
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Article
Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism
Guda van Noort, Marjolijn L. Antheunis & Eva A. van Reijmersdal
Pages: 39-53
Published online: 19 Jan 2012
AbstractforSocial connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism | Full Text | References | PDF (99.5 KB)
  • 7135 Views
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Article
From apathy to ambivalence: How is persuasion knowledge reflected in consumers' comments about in-game advertising?
Kristian Lorenzon & Cristel Antonia Russell
Pages: 55-67
Published online: 19 Jan 2012
AbstractforFrom apathy to ambivalence: How is persuasion knowledge reflected in consumers' comments about in-game advertising? | Full Text | References | PDF (108 KB)
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Article
Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children
Martin K.J. Waiguny, Michelle R. Nelson & Ralf Terlutter
Pages: 69-89
Published online: 19 Jan 2012
AbstractforEntertainment matters! The relationship between challenge and persuasiveness of an advergame for children | Full Text | References | PDF (194.6 KB)
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