International Journal of Advertising, Volume 37, Issue 5 (2018)

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International Journal of Advertising, Volume 37, Issue 5 (2018)

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Editorial

Editorial
Old meets new: how researchers can use existing knowledge to explain advertising in new media
Martin Eisend
Pages: 665-670
Published online: 26 Jan 2019
First Page PreviewforOld meets new: how researchers can use existing knowledge to explain advertising in new media | Full Text | References | PDF (419.3 KB)
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Articles

Article
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC)
Sophie C. Boerman, Eva A. van Reijmersdal, Esther Rozendaal & Alexandra L. Dima
Pages: 671-697
Published online: 24 Dec 2018
AbstractforDevelopment of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) | Full Text | References | PDF (1.7 MB)
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Open Access
Article
Look at that body! How anthropomorphic package shapes systematically appeal to consumers
Caroline De Bondt, Anneleen Van Kerckhove & Maggie Geuens
Pages: 698-717
Published online: 17 May 2018
AbstractforLook at that body! How anthropomorphic package shapes systematically appeal to consumers | Full Text | References | PDF (797.1 KB)
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Article
Exploring antecedents of attitudes and skepticism towards pharmaceutical advertising and inter-attitudinal and inter-skepticism consistency on three levels: an international study
Isabell Koinig, Sandra Diehl & Barbara Mueller
Pages: 718-748
Published online: 07 Sep 2018
AbstractforExploring antecedents of attitudes and skepticism towards pharmaceutical advertising and inter-attitudinal and inter-skepticism consistency on three levels: an international study | Full Text | References | PDF (2.3 MB)
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Article
The impact of creative media advertising on consumer responses: two field experiments
Fabiënne Rauwers, Paola Remmelswaal, Marieke L. Fransen, Micael Dahlén & Guda van Noort
Pages: 749-768
Published online: 31 Aug 2018
AbstractforThe impact of creative media advertising on consumer responses: two field experiments | Full Text | References | PDF (1.9 MB)
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Open Access
Article
Understanding programmatic TV advertising
Edward C. Malthouse, Ewa Maslowska & Judy U. Franks
Pages: 769-784
Published online: 09 May 2018
AbstractforUnderstanding programmatic TV advertising | Full Text | References | PDF (972 KB)
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Article
How advertising in offline media drives reach of and engagement with brands on Facebook
Hilde A. M. Voorveld, Theo Araujo, Stefan F. Bernritter, Edwin Rietberg & Rens Vliegenthart
Pages: 785-805
Published online: 23 Apr 2018
AbstractforHow advertising in offline media drives reach of and engagement with brands on Facebook | Full Text | References | PDF (784.6 KB)
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Article
Investigating the persuasive impact and underlying processes of interactive magazine ads in a real-life setting
Fabiënne Rauwers, Hilde A. M. Voorveld & Peter C. Neijens
Pages: 806-827
Published online: 18 May 2018
AbstractforInvestigating the persuasive impact and underlying processes of interactive magazine ads in a real-life setting | Full Text | References | PDF (864.6 KB)
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Original Articles

Article
Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages
Lotte M. Willemsen, Komala Mazerant, Anne-Lise Kamphuis & Gerrita van der Veen
Pages: 828-848
Published online: 03 Jan 2019
AbstractforLet’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages | Full Text | References | PDF (1.9 MB)
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