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  A DVERTISING The Quarterly Review of Marketing Communications International Journal of  Volume 32 Number 1 2013 Contents Editorial: Hot topics in advertising research 7 Charles R. Taylor  Putting brands into play: how game difficulty and player experiences 17 influence the effectiveness of in-game advertising Laura Herrewijn and Karolien Poels  Constitutive marketing: towards understanding brand community formation 45  Ana Kilambi, Michel Laroche and Marie-Odile Richard   The differential effects of position, ad and reader characteristics on readers’ 65 processing of newspaper ads  Edith G. Smit, Peter C. Neijens and Robert Heath Rational and irrational influences on lucky draw participation 85 Gerard Prendergast and Edmund R. Thompson Communication using celebrities in the non-profit sector: determinants of 101 its effectiveness  Maria del Mar Garcia de los Salmones, Rafael Dominguez and Angel Herrero How banner ads can be effective: investigating the influences of exposure 121 duration and banner ad complexity  Kai-Yu Wang, Eric Shih and Laura A. Peracchio  Advertising and promotion budgeting during volatile economic conditions: 143 factors influencing the level of decentralisation in budgeting and its relations to budget size and allocation Yunjae Cheong, Kihan Kim and Hyuksoo Kim  The Advertising Association is not responsible for the opinions and data contained in the editorial or articles in this journal © Advertising Association 2013  Book Reviews 163 Hamish Pringle and Jim Marshall – Spending Advertising Money in the Digital Age – How to Navigate the Media Flow   James Harris   Timothy De Waal Malefyt and Robert J. Morais – Advertising and  Anthropology: Ethnographic Practice and Cultural Perspectives Stephanie O'Donohoe   Ex Libris  – Winston Fletcher    3 Editorial Advisory Board  Tim Ambler  London Business School Saravudh Anantachart  Chulalongkorn University  Bradley Barnes University of Kent Mickey Belch San Diego State University  Steve Bellman Murdoch University  Richard Beltramini  Wayne State University  Edoardo Brioschi Università Cattolica Steven Burgess University of Cape Town, South Africa  John Cadogan Loughborough University  Michael Capella  Villanova University  Les Carlson University of Nebraska-Lincoln  Albert Caruana  University of Malta Paulo Catalfomo University of Turin Chingching Chang  National Chengchi University  Dae Ryun Chang   Yonsei University  Sejung Marina Choi University of Texas at Austin  Yung Kyun Choi Dongguk University  George Christodoulides University of Birmingham Shu-Chuan (Kelly) Chu DePaul University   Jaihak Chung  Sogang University  Bettina Cornwell University of Michigan Samuel Craig  New York University  Stephan Dahl University of Hull Micael Dahlén Stockholm School of Economics Nathalie Dens University of Antwerp Sandra Diehl  Alpen-Adria University of Klagenfurt Steve Edwards Southern Methodist University  Richard Elliott  University of Bath Mike Ewing  Monash University  Ron Faber  University of Minnesota Kim-Shyan Fam Victoria University of Wellington Paul Farris University of Virginia  4    John B. Ford Old Dominion University  Rossella Gambetti Università Cattolica del Sacro Cuore Maggie Geuens Ghent University  Stacy Grau  Texas Christian University  Louisa Ha  Bowling Green State University  Chris Hackley  Royal Holloway University of London Geraldine Henderson University of Texas–Austin  Janet Hoek  University of Otago  Jisu Huh University of Minnesota Kineta Hung  University of Hong Kong  Wim Janssens Hasselt University   John Philip Jones Syracuse University  Michael Kamins University of Southern California  Jikyeong Kang   The University of Manchester Kiran Karande Old Dominion University  Kevin Keenan  American University in Cairo  Jeremy Kees Villanova University  Rachel Kennedy  Ehrenberg-Bass Institute, Uni SA Kihan Kim Seoul National University  Philip Kitchen ESC Rennes School of Business Eunju Ko  Yonsei University  Rick Kolbe Kent State University  Scott Koslow  University of Waikato Dean Krugman University of Georgia Hyokjin Kwak  Drexel University  Russ Laczniak  Iowa State University   Tobias Langner  Bergische University Wuppertal  Judie Lannon Market Leader Doo Hee Lee Korea University   Wei-Na Lee University of Texas Hairong Li Michigan State University  May Lwin Nanyang Technological University  Edward Malthouse Northwestern University  Marlys Mason Oklahoma State University  Michael Maynard  Temple University  Rod McColl ESC Rennes School of Business

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Jul 23, 2017
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