...Ulun Akturan Purpose The purpose of this paper is to examine celebrity advertising in the case of negative associations. Design/methodology/approach In total, 451 posts were captured permanently from randomly selected weblogs, and analyzed by discourse analysis. The basic emerging themes...

... the content class and information relevancy. In order to level the playing field, advertisers may wish to consider advertising strategies that not only feature endorsements, but also provide potential consumers with easy access to publicity articles that further substantiate these claims. For promoting...

... their attitudes toward credit card issuers. Research limitations/implications Disclosures are increasingly common in advertisements for a range of products, including banking, cigarettes, over‐the‐counter drugs, and diet products. Thus, the study's results can also be applicable for corporations...

...Alex Wang Purpose This paper aims to examine the effect of cross‐channel integration of an advertiser's television spot that invited viewers to play an online game and web site that featured the game on consumers' perceived media engagement and brand attitudes. An important factor, personal...

... with; discounts by retailers are preferred over advertised discounts, but they negatively affect the credibility of the product The hypotheses were tested by a double‐staged experimental protocol. The first stage standardized the perceived price of the freebies, and the second stage consisted of a 2 × 2 × 2 mixed...

..., Yahoo or Google, is more cost effective. Ultimately, management would like to identify if PPC advertising is worth the cost to a small company. Design/methodology/approach A one month's section of data from Yahoo and Google was examined. Patterns or indications as to which key word landed a better...

...Albert Caruana; Joseph Vella Adult Playfulness with advertising can be described as the way individuals derive enjoyment during their interaction process with advertising. It is an area that has received little attention in the literature. The study adopts an interactionist approach to playfulness...

...James Poon Teng Fatt Outlines the benefits of humour in the workplace. Briefly looks at the place of humour in advertising and the effect of it in areas such as attention, comprehension, persuasion and likeability. Discusses humour in the workplace and provides some suggestions for employers...

...Secil Tuncalp Looks at the need for advertisers to communicate their objectives through appropriate messages and, in particular, how targeted consumers interpret, evaluate and remember such messages. Presents a number of case studies where the use of careless advertising resulted...