Zobrazeno 1 - 10
of 31
pro vyhledávání: '"Horst Stipp"'
Publikováno v:
The Economics of Information, Communication, and Entertainment ISBN: 9783030953294
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::83f95a8579d4d86025eace6c304f0c19
https://doi.org/10.1007/978-3-030-95330-0_1
https://doi.org/10.1007/978-3-030-95330-0_1
Autor:
Horst Stipp
Publikováno v:
Journal of Advertising Research. 58:138-145
Whenever a consumer sees an advertisement, it is not in isolation but in a “context.” Context refers to the media space in which the advertisement is embedded—for example, a television program, magazine, website, or social media feed. Does this
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5d7670e5ebd4b6786c6dbcc8bf6aa61a
https://doi.org/10.2501/jar-2018-022
https://doi.org/10.2501/jar-2018-022
Autor:
Horst Stipp
Publikováno v:
Journal of Advertising Research. 55:120-122
In the last five years, neuroscience-based marketing research has developed from a novelty to a widely accepted research tool. The Advertising Research Foundation (ARF) started to explore the field in 2010 to determine the value of these methods for
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c677001ad808902670a53e071d3e02da
https://doi.org/10.2501/jar-55-2-120-122
https://doi.org/10.2501/jar-55-2-120-122
Autor:
Horst Stipp, Thales S. Teixeira
Publikováno v:
Journal of Advertising Research. 53:286-296
Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore h
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c2ca3dc19c52211f0e4de79f81da17c5
https://doi.org/10.2501/jar-53-3-286-296
https://doi.org/10.2501/jar-53-3-286-296
Autor:
Horst Stipp
Publikováno v:
International Journal on Media Management. 14:107-119
Managers of media companies, such as television networks, usually take it for granted that branding and having a strong brand in the minds of consumers is essential for profitability, growth, and long-term success. They share that outlook with most b
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::b0846bc9c009963d497337a346d9d9cb
https://doi.org/10.1080/14241277.2012.675756
https://doi.org/10.1080/14241277.2012.675756
Autor:
Robert Heath, Horst Stipp
Publikováno v:
Journal of Advertising Research. 51:112-123
The Journal of Advertising Research has been instrumental in supporting new ideas about how advertising works, no matter how unpopular their implications. In 1971, Herb Krugman presented evidence that television watching was low involvement compared
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c2cdb374289e138fda03a554820b2a01
https://doi.org/10.2501/jar-51-1-112-123
https://doi.org/10.2501/jar-51-1-112-123
Autor:
Dan Zigmond, Horst Stipp
Publikováno v:
Journal of Advertising Research. 50:162-168
Most Americans today use both television and the Internet on a daily basis, and studies have shown that many are frequently online or in proximity of a computer while they are watching television. One result of these multi-platform media use patterns
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4f34ce46180fb664b2ce6dde5af05b88
https://doi.org/10.2501/s0021849910091324
https://doi.org/10.2501/s0021849910091324
Publikováno v:
Media Psychology. 11:462-487
Drama's appeal is driven in part by dispositions toward story characters and the deservingness of fortunes that befall them. This article reports the results of longitudinal research testing disposition theory's ability to predict viewer responses to
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::dff5452e36d5eb36c374e5c6edf14707
https://doi.org/10.1080/15213260802509993
https://doi.org/10.1080/15213260802509993
Publikováno v:
International Journal of Advertising. 27:425-446
Despite increased research focusing on the impact of digital video recorder (DVR) use, there continues to be a notable lack of data on viewers’ direct experience of time-shifted television ads. The...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5316fd838aca9cf25cbc226ee354881a
https://doi.org/10.2501/s0265048708080050
https://doi.org/10.2501/s0265048708080050