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Advertising theory

Author: Shelly Rodgers; Esther Thorson
Publisher: New York, NY : Routledge, 2012.
Series: Routledge communication series.
Edition/Format:   eBook : Document : English : 1st edView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Advertising theory.
New York, NY : Routledge, 2012
(DLC) 2011027396
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Shelly Rodgers; Esther Thorson
ISBN: 1136514872 9781136514876 1283461781 9781283461788 9781136514821 1136514821
OCLC Number: 785783418
Description: 1 online resource (xxix, 614 pages).
Contents: 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 --
Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam 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 --
How advertising works within a cultural context : theories and framework 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 critical 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 --
Contributors --
Foreword --
PART I. Perspectives on Advertising and Advertising Theory --
1. What Does "Theories of Advertising" Mean --
2. Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful --
3. Agency Practitioners' Theories about Advertising --
PART II. Psychological Processes in Response to Advertisements --
4. The Elaboration Likelihood Model: A 30-Year Review --
5. The Role of Emotion in Processing Advertising 6. Theories of Emotion and Affect in Marketing Communications --
7. Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure --
8. Involvement --
PART III. Specific Audiences --
9. A Theory of Advertising to Children --
10. Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business --
11. How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process 12. The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising Persuasion --
PART IV. Different Types of Advertising Messages --
13. Creativity and Ad Theory --
14. Creativity and Risk Theories of Advertising --
15. A Rhetorical Theory of the Advertisement --
16. Narrative Advertisements and Narrative Processing --
17. Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model 18. Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity --
19. Theory Building for Online Health Product Advertising --
20. Political Advertising --
PART V. Media and Media Devices --
21. Media Analysis and Decision Making --
22. Managing Non-Traditional Advertising: A Message Processing Framework --
23. Role of Technology in Online Persuasion: A MAIN Model Perspective --
24. Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions 25. In-Game Advertising and Advergames: A Review of the Past Decade's Research --
26. Social Media and Advertising Theory --
PART VI. Organizations --
27. Toward a Social Ecology of Advertising --
28. Brand Concepts and Advertising --
29. I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives --
PART VII. Contexts of Advertising --
30. Ethics and Advertising Theory --
31. Theory and Law --
32. Four Theories of How IMC Works --
33. Theories about Health and Advertising PART VIII. The Future of Advertising Theories.
Series Title: Routledge communication series.
Responsibility: edited by Shelly Rodgers and Esther Thorson.

Abstract:

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.  Read more...

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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 Read more...

 
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