Asset Details
Do you wish to reserve the book?
Is reclame kinderspel? EEN VERGELIJKING VAN DE RECLAMEWIJSHEID EN RECLAME-EFFECTIVITEIT VAN TRADITIONELE EN ONLINE RECLAMEVORMEN BIJ KINDEREN VAN VERSCHILLENDE LEEFTIJDEN
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
Is reclame kinderspel? EEN VERGELIJKING VAN DE RECLAMEWIJSHEID EN RECLAME-EFFECTIVITEIT VAN TRADITIONELE EN ONLINE RECLAMEVORMEN BIJ KINDEREN VAN VERSCHILLENDE LEEFTIJDEN
Do you wish to request the book?
Is reclame kinderspel? EEN VERGELIJKING VAN DE RECLAMEWIJSHEID EN RECLAME-EFFECTIVITEIT VAN TRADITIONELE EN ONLINE RECLAMEVORMEN BIJ KINDEREN VAN VERSCHILLENDE LEEFTIJDEN
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
Is reclame kinderspel? EEN VERGELIJKING VAN DE RECLAMEWIJSHEID EN RECLAME-EFFECTIVITEIT VAN TRADITIONELE EN ONLINE RECLAMEVORMEN BIJ KINDEREN VAN VERSCHILLENDE LEEFTIJDEN
2020
Overview
The current study examines and compares children's (ages 7-12) responses to television commercials, online banners, advergames and native advertisements. In addition, children's cognitive, affective and moral advertising literacy is examined and compared. Furthermore, the current study investigates the moderating role of age. Finally, it is examined how the different dimensions of advertising literacy affect advertising effectiveness. The results show that children are most susceptible to advergames, and are the least affected by television commercials. Moreover, they have most difficulties recalling the brand when exposed to online banners. Children also show more difficulties recognizing and understanding online advertising compared to traditional advertising; however, they do have a good understanding of online banners. In general, children's level of affective and moral advertising literacy is very low, both for traditional and online advertising. Finally, especially affective and moral advertising literacy make children less susceptible to advertising.
Publisher
Boom Uitgevers Den Haag
Subject
