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Call for Papers
The Journal of Marketing Communications

Special issue on New Advertising Formats
Submissions deadline July 1st, 2010
Publication scheduled for 2011

Media and audience fragmentation, advertising avoidance and (technological) evolutions such as digital televison, the personal video recorder, Web 2.0 applications and user-generated content, make it increasingly difficult to reach and convince consumers with traditional campaigns. Therefore, commercial communications is increasingly using advertising formats that can break through the perceptual barrier and can be potentially more convincing than traditional advertising media. Examples of these new formats are hybrid advertising techniques such as brand placement, branded entertainment, advertainment or branded content, plugs, sponsored magazines and advergames. Other examples of ‘hidden but paid for’ advertising or ‘advertising in camouflage’ formats are guerilla marketing, buzz marketing and other forms of public relations-like activities with commercial intent. Also new technologies offer opportunities to convey a commercial message in fundamentally different ways than traditional advertising, such as interactive digital television, and company-controlled viral marketing, such as the set-up or active interference in blogs and forums and other forms of interference in user-generated content. Theories such as the mere exposure effect, priming and assimilation, source credibility, affect infusion, meaning transfer, narrative persuasion, social learning, and the theory of flow offer conceptual frameworks to gain insights into how these new formats work, but may have to be adapted to fully capture the underlying mechanisms of how they persuade consumers.

Topics for this special issue may include but are not limited to:

• effectiveness studies on different types of new formats, such as: branded content, brand placement, viral marketing, buzz marketing, interactive digital television, advergames, blogging,
• adaptations or integration of existing theoretical frameworks or processes to better explain how these new formats work,
• theories and studies of product, brand, and market factors and individual differences that influence the responses to these new formats,
• measurement issues: how to measure the effects and processes of the new formats.

Submissions to the special issue should be original contributions and should not be under consideration for any other publication at the same time. As a guide, articles should be between 4000 and 6000 words in length. The abstract should be comprehensible without reference to the text and should not exceed 200 words. Manuscripts should be sent electronically (in Microsoft Word format) to the guest editors before 1st July 2010. The format of the manuscripts must follow Journal of Marketing Communications guidelines. For the Author guidelines please visit . All questions regarding the suitability of manuscripts should be sent to the guest editors.

Guest Editors

Prof. dr. Patrick De Pelsmacker
University of Antwerp
Department of Marketing
Prinsstraat 13, BE-2000 Antwerpen, Belgium
Tel.: 32 (3) 275 50 46, fax: 32 (3) 275 50 81
Email: patrick.depelsmacker@ua.ac.be

Prof. dr. Peter C. Neijens
University of Amsterdam
The Amsterdam School of Communications Research ASCoR Kloveniersburgwal 48, 1012 CX Amsterdam, The Netherlands
Tel.: 31 (0) 20 525 3998, fax: 31 20 525 3681
Email: p.c.neijens@uva.nl

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