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Advertising theory

Author: Shelly Rodgers; Esther Thorson
Publisher: Routledge 2012
Edition/Format:   Print book : EnglishView all editions and formats

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
OCLC Number: 791127278
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
Responsibility: edited by Shelly Rodgers, 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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