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Advances in Advertising Research VIII

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Cover of 'Advances in Advertising Research VIII'

Table of Contents

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    Book Overview
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    Chapter 1 A Τypology of Minimalism in Advertising
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    Chapter 2 Article or Ad? Readers’ Recognition and Evaluations of Native Advertisements on Online News Websites
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    Chapter 3 Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect?
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    Chapter 4 Can Disclosures Aid Children’s Recognition of TV and Website Advertising?
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    Chapter 5 Do Online Reviews Affect Customers Differently When They Are Actually Read?
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    Chapter 6 Don’t Disturb the Dead: Consumers’ Attitude toward Promotional Messages on Post-Mortem Facebook Pages
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    Chapter 7 Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity
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    Chapter 8 External and Internal Context in the Coherence of Advertisement: An Empirical Study on the Affect to the Ad and Brand
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    Chapter 9 Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study
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    Chapter 10 High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products
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    Chapter 11 In Arabic, English, or a Mix? Egyptian Consumers’ Response to Language Choice in Product Advertisements, and the Role of Language Attitudes
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    Chapter 12 In the Beginning Was the Word: Establishing the Foundations for Creativity Research in Rhetoric Theory
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    Chapter 13 Increasing Co-Product Evaluations by Using Integrative Logos
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    Chapter 14 Investigating the Influence of Musical Congruity in Higher Education Advertising: A Genre Congruity Perspective
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    Chapter 15 Media Multitasking and the Role of Task Relevance in Background Advertising Processing
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    Chapter 16 Nothing Beats Quality? The Influence of Consumer Testing Signs on the Evaluation of Print Ads
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    Chapter 17 Partnership in the Forefront: Advertising Agencies’ Roles and Business Clients’ Loyalty
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    Chapter 18 Reflection of Values-Practices Inconsistency in Advertising from Finland
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    Chapter 19 Salient Appeals in Advertising Promoting Breast Self-Examination and Mammography Examination
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    Chapter 20 Should She Hold It or Should She Eat It? The Efficient Pose of Testimonials to Improve Perceptions of Tastiness of Food Products
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    Chapter 21 When Risk Communication Messages Should Be Assertive: Differentiating the Moderating Effects of Perceived Issue Importance and Perceived Susceptibility
Attention for Chapter 1: A Τypology of Minimalism in Advertising
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Chapter title
A Τypology of Minimalism in Advertising
Chapter number 1
Book title
Advances in Advertising Research VIII
Published by
Springer Gabler, Wiesbaden, January 2017
DOI 10.1007/978-3-658-18731-6_1
Book ISBNs
978-3-65-818730-9, 978-3-65-818731-6
Authors

Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas, Yorgos Zotos

X Demographics

X Demographics

The data shown below were collected from the profile of 1 X user who shared this research output. Click here to find out more about how the information was compiled.
Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 21 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 21 100%

Demographic breakdown

Readers by professional status Count As %
Student > Bachelor 4 19%
Student > Ph. D. Student 2 10%
Unspecified 2 10%
Student > Doctoral Student 2 10%
Student > Master 2 10%
Other 0 0%
Unknown 9 43%
Readers by discipline Count As %
Business, Management and Accounting 5 24%
Social Sciences 4 19%
Unspecified 2 10%
Design 2 10%
Unknown 8 38%