This exciting and comprehensive new textbook deals with all aspects of integrated
marketing communication from a strategic perspective. Integrated Marketing …

Imagine a common movie scene: a hero confronts a villain. Captioning such a moment
would at first glance seem as basic as transcribing the dialogue. But consider the choices …

Technological changes in the last 30 years have influenced the way we consume music, not
only granting immediate access to a much larger collection of songs than ever before, but …

This paper investigates the antecedent factors of consumers' perceived values and attitudes
towards digital signage advertising in a structural model. The results of this study revealed …

When searching for and buying new products, consumers' knowledge is often limited, and
some (but not all) options in the choice set are unrecognized. In such situations, research on …

Purpose–When using popular music in advertising, the songs' release period (nostalgia)
and the lyrics' relevance to the product are two important characteristics but neglected in …

Purpose Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant
consumers in the late stages of the pandemic are often met with resistance. This study aims …

Purpose Studying the role of advertising music (ad music) in a retail context can be an
emergence of new marketing practices. The purpose of this paper is to identify the potential …

Purpose The purpose of this paper is to investigate the impact of five dimensions of
experiential advertising (cognitive, emotional, sensory, relational and behavioural) on …

The aim of this study is to analyze how certain voice features of radio spokespersons and
background music influence the advertising effectiveness of a radio spot from the cognitive …