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Contents
Strategic Issues in Advertising, Branding and Communication.- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency.- Evaluation and Feedback Effects of Limited Editions in FMCG Categories.- How Multinational Enterprises Develop their Advertising Strategy in New EU Member States: A Qualitative View.- A Call for a Broader Range of Dependent Variables in Advertising Research.- The Passive Shopping Stage: Keeping in Mind Brand Encounters.- Advertising and Communication Content.- Missing for One, Unique for the Other - How Missing Attributes Affect Brand Evaluation.- Impact of Threat Appeals on Ad Evoked Fear and Message Credibility: The Role of Prime, Frame and Dead Relatedness.- Racial Perceptions in Social Marketing: The Function of Fear and Efficacy in HIV/Aids Communication.- Music in Advertising: Effects on Brand and Endorser Perception.- An Investigation of Alternative Explanations for the Positive Effect of a Presenter's Attractiveness on Persuasion.- Advertising and Computer Games.- Game Outcome and In-Game Advertising Effects.- Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children.- Play Our Game and Tell Your Friends: Pringle's Brand Campaign on a Mobile Social Networking Site.- Implicit Measurement Games: Using Casual Games to Measure Psychological Responses to Ads.- Advertising, Branding and Communication on the Internet.- The Perceived Interactivity of Top Global Brand Websites and its Determinants.- Developing a Classification of Motivations for Consumers' Online Brand-Related Activities.- Making Money on eBay by Relieving Risk.- Assessing the Probability of Internet Banking Adoption.- Gender and Advertising, Branding and Communication.- Gender Stereotyping in Advertising on Public andPrivate TV Channels in Germany.- A Cross-Cultural and Gender-Specific Examination of Consumer Skepticism toward Advertising in General vs. Pharmaceutical Advertising - Empirical Evidence from the U.S., Germany and China (Hong Kong).- Do Consumers' Assumptions on the Companies' Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?.- Media Placement, Brand Placement, Public Relations and Viral Marketing.- Media Placement versus Advertising Execution.- Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention.- What are the Effects of a Combination of Advertising and Brand Placement?.- Personal Branding and the Role of Public Relations.- Agent-Based Modelling: A New Approach in Viral Marketing Research.
