Research Topics in Advertising
Research Topics in Advertising / Research Topics in Marketing Communication § Client perception of Integrated Marketing communication § Affective and Cognitive factors in Preferences § Effects of Music in Advertising on Choice § Classical Conditioning approaches in advertising § The process and effects of mass Communication § The effects of Integrating Advertising and Negative Word of Mouth Communication on Message Processing and Response § The role of Attitude towards the Ad as a Mediator of Advertising Effectiveness- § Affective responses Mediating Acceptance of Advertising § Affect Intensity and the Consumers Attitude toward High Impact Emotional Advertising Appeals § Affect Intensity – An Individual Difference Response to Advertising Appeals § The Impact of Celebrity Spokespersons’ Image on Consumers Intention to Purchase Effectiveness of Celebrity Endorsers § Impact of Humour in advertising § Humour Mechanisms, Perceived Humou