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Advertising theory

著者: Shelly Rodgers; Esther Thorson
出版商: New York : Routledge, 2012.
丛书: Routledge communication series.
版本/格式:   Print book : 英语查看所有的版本和格式
数据库:WorldCat
提要:
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in  再读一些...
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类型/形式: Aufsatzsammlung
文件类型:
所有的著者/提供者: Shelly Rodgers; Esther Thorson
ISBN: 9780415886611 0415886619 9780415886628 0415886627 9780203149546 0203149548
OCLC号码: 671700631
描述: xxix, 614 pages : illustrations ; 24 cm.
内容: Perspectives on advertising and advertising theory --
What does "theories of advertising" mean? / by Esther Thorson and Shelly Rodgers --
Coloring outside the lines : suggestions for making advertising theory more meaningful / by Ronald J. Faber, Brittany R.L. Duff, and Xiaoli Nan --
Agency practitioners: theories about advertising / by Gergely Nyilasy and Leonard N. Reid --
Psychological processes in response to advertisements --
The elaboration likelihood model : a thirty-year review / by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt --
The role of emotion in processing advertising / by Larry Percy --
Theories of emotion and affect in marketing communications / by Jon D. Morris --
Embodied motivated cognition: a theoretical framework for studying dynamic mental processes underlying advertising exposure / by Paul Bolls, Kevin Wise, and Samuel Bradley --
Involvement / by Eric Haley --
Specific audiences --
A theory of advertising to children / by Russell Laczniak and Les Carlson --
Theory advancement in international advertising : drawing on theories from strategic management and international business / by Charles R. Taylor, Shintaro Okazaki and Barbara Mueller --
How advertising works within a cultural context : theories and frameworks informing the process / by Carrie La Ferle and Wei-Na Lee --
The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham --
Different types of advertising messages --
Creativity and ad theory / by Sheila L. Sasser and Scott Koslow --
Creativity and risk theories of advertising by Douglas C. West, University of London --
A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips --
Narrative advertisements and narrative processing / by ChingChing Chang --
Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps --
Direct-to-consumer advertising of prescription drugs : consumers, physicians, messages and complexity / by Kim Bartel Sheehan --
Theory building for online health product advertising / by Jisu Huh and Wonsun Shin --
Political advertising / by Marjolein Moorman and Peter Neijens --
Media and media devices --
Media analysis and decision-making / by Hugh M. Cannon --
Managing non-traditional advertising : a message processing framework / by Rick T. Wilson and Brian D. Till --
Role of technology in online persuasion : a main model perspective / by S. Shyam Sundar, Qian Xu and Xue Dou --
Lessons learned for teaching mobile advertising : critical review and future directions / by Shintaro Okazaki --
In-game advertising and advergames : a review of the past decade's research / by Seounmi Youn and Mira Lee --
Social media and advertising theory / by Harshavardhan Gangadharbatla --
Organizations --
Toward a social ecology of advertising / by Christine Wright-Isak --
Brand concepts and advertising / by Dean M. Krugman and Jameson L. Hayes --
I know it when i see it : the definability and consequences of perceived fit in corporate social responsibility initiatives / by Amanda B. Bower and Stacy Landreth Grau --
Contexts of advertising --
Ethics and advertising theory / by Minette E. Drumwright --
Theory and law / by Jef Richards --
Four theories of how imc works / by Sandra Moriarty and Don Schultz --
Theories about health and advertising / by Joyce M. Wolburg --
The future of advertising theories --
Human barriers to using theory and research on responses to advertising messages / by Ivan L. Preston --
Toward theories of advertising : where do we go from here? / by Marla B. Royne --
Advancing advertising theories and scholarship / by Hairong Li --
Adventures in misplaced theories / by Herbert Jack Rotfeld --
Imc, advertising research, and the advertising discipline / by Patricia B. Rose.
丛书名: Routledge communication series.
责任: edited by Shelly Rodgers and Esther Thorson.
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摘要:

As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.  再读一些...

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"Although seemingly impossible for a single text, Advertising Theory offers an excellent introduction to many current scholarly advertising domains... Highly recommended." - M.R. Hyman, CHOICE 再读一些...

 
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