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Advertising theory

Author: Shelly Rodgers
Publisher: New York [etc.] : Routledge, 2012.
Series: Routledge communication series
Edition/Format:   Book : Document   Computer File : EnglishView 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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Details

Material Type: Document, Internet resource
Document Type: Book, Computer File, Internet Resource
All Authors / Contributors: Shelly Rodgers
ISBN: 9780415886611 0415886619 9780415886628 0415886627 9780203149546 0203149548
OCLC Number: 786110385
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: co-edited by Shelly Rodgers and Esther Thorson.
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Abstract:

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 a comprehensive and structured presentation.

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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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