Publications 2008

Vyncke P. (2008) Decoding the Ad. How Advertising Taps Into Your Heart & Mind , In Nautilus Academic Books

De Marez L., Vyncke P., Berte K., Schuurman D., De Moor K. (2008) Adopter segments, adoption determinants and mobile marketing , In Journal of Targeting, Measurement and Analysis for Marketing , vol.: 16, issue: 1, 78-95

Apaolaza Ibanez V., Hartmann P., Vyncke P. (2008) Instinct and brand: the contribution of evolutionary psychology to the brand’s communication effectiveness , In Revista Portuguesa de Marketing , vol.: 2, issue: 23, 69-83

Maeseele P., Verleye G., Stevens I., A SPECKHARD (2008) Psychosocial resilience in the face of a mediated terrorist threat , In Media, War & Conflict , vol.: 1, issue: 1, 50-69

Cauberghe V., De Pelsmacker P. (2008) The effectiveness of telescopic TV ads delivered via interactive digital TV: the impact of the amount of information and the level of interactivity on brand responses , In New Trends in Advertising Research , 309-326

Cauberghe V., De Pelsmacker P. (2008) Belgian advertisers' perceptions of interactive digital TV as a marketing communication tool , In Interactive Digital Television: Technologies and Applications

Cauberghe V., De Pelsmacker P. (2008) Interactive television context and advertising recall , In Encyclopedia of Information Science and Technology

Cauberghe V., De Pelsmacker P. (2008) Telescopic ads on interactive digital television , In Encyclopedia of Information Science and Technology

Cauberghe V., De Pelsmacker P. (2008) Belgian advertisers' perceptions of interactive digital TV as a marketing communication tool , In New Trends in Advertising Research , 309 - 326

Cauberghe V., De Pelsmacker P. (2008) The impact of two way communication and user control in a television program on the embedded ad and brand recall , In New Trends in Advertising Research , 465 - 478

Cauberghe V., De Pelsmacker P. (2008) The impact of banners on digital television: the role of program interactivity and product involvement , In Cyberpsychology & Behavior , vol.: 11, issue: 1, 91-94

Cauberghe V., De Pelsmacker P. (2008) The advertising impact of an interactive TV program on the recall of an embedded commercial , In Journal of Advertising Research , vol.: 48, issue: 3, 352-362

Liselot Hudders, Patrick Vyncke (2008) A Dress to Impress and a Toy to Enjoy. How Consumer Motivations Can Be Used in Luxury Ads , In New Trends in Advertising Research , 27-44

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