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Advertising theory

Author: Shelly Rodgers; Esther Thorson
Publisher: New York, NY : Routledge, 2012.
Series: Routledge communication series.
Edition/Format:   eBook : 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: Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Shelly Rodgers; Esther Thorson
ISBN: 1136514872 9781136514876 1283461781 9781283461788
OCLC Number: 785783418
Description: 1 online resource (xxix, 614 p.)
Contents: Part I: Perspectives on Advertising and Advertising Theory Part II: Psychological Processes in Response to Advertisements Part III: Specific Audiences Part IV: Different Types of Advertising Messages Part V: Media and Media Devices Part VI: Organizations Part VII: Contexts of Advertising Part VIII: The Future of Advertising Theories
Series Title: Routledge communication series.
Responsibility: edited by Shelly Rodgers and Esther Thorson.
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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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