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|All Authors / Contributors:||
Shelly Rodgers; Esther Thorson
|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|
"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