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Advertising theory

Author: Shelly Rodgers; Esther Thorson
Publisher: New York, NY [etc.] : Routledge, 2012.
Series: Routledge communication series; LEA's communication series.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

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.

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Document Type: Book
All Authors / Contributors: Shelly Rodgers; Esther Thorson
ISBN: 9780415886611 0415886619 9780415886628 0415886627 9780203149546 0203149548
OCLC Number: 786491590
Description: 614 p. ; 23 cm.
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; LEA's communication series.
Responsibility: ed. by Shelly Rodgers and Esther Thorson.
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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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