This paper is the first step to an understanding of how engagement with interactive television advertisements may increase the relevancy of a brand and therefore facilitate the automatic processing of the brand's logo (measured via the P3a) after viewing the advertisement, compared to...

This article provides first wave data from a study designed to examine the impact of the full range of marketing communication techniques used by the UK alcohol industry, and their cumulative effect on alcohol initiation and youth drinking patterns. The study is of a longitudinal cohort design...

Stories, and their ability to transport their audience, constitute a central part of human life and consumption experience. Integrating previous literature derived from fields as diverse as anthropology, marketing, psychology, communication, consumer, and literary studies, this article offers a...