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The Sage handbook of advertising

Author: Gerard J Tellis; Tim Ambler
Publisher: Los Angeles : Sage Publications, 2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States.
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Genre/Form: Handbooks and manuals
Handbooks, manuals, etc
Additional Physical Format: Online version:
Sage handbook of advertising.
Los Angeles : Sage Publications, 2007
(OCoLC)681148016
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gerard J Tellis; Tim Ambler
ISBN: 9781412918862 1412918863 9781412918879 1412918871
OCLC Number: 192045440
Description: xvi, 491 pages : illustrations ; 26 cm
Contents: Overview. Handbook of advertising / Gerard J. Tellis, Tim Ambler --
Brief history of advertising / Colin McDonald and Jane Scott --
Integrated marketing communications: provenance, practice and principles / Prasad A. Naik --
Advertising and brand equity / Kevin Lane Keller --
How advertising works. Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength / Derek D. Rucker, Richard E. Petty, Joseph R. Priester --
Reinforcement and low attention processing / Robert Heath --
Role of consumer memory in advertising / Nicole Votolato Montgomery, H. Rao Unnava --
Emotions in advertising / David W. Stewart, Jon Morris, Aditi Grover --
Metaphor in advertising / Gerald Zaltman, Dara MacCaba --
Advertising practice. Client/agency relationships / David Wethey --
Creative brief and its strategic role in the campaign development process / Richard Storey, Edith Smit --
Account planning : its history and its significance for ad agencies / Paul Feldwick --
Learning from case studies of effectiveness / Peter Field --
Analysis. Pretesting : "before the rubber hits the road" / Rik Pieters, Michel Wedel --
Advertising tracking / Seema Pai, S. Siddarth, Suresh Divakar --
Advertising response models / Marnik G. Dekimpe, Dominique M. Hanssens --
Advertising effectiveness in contemporary markets / Gerard J. Tellis --
Planning. Advertising creativity : balancing surprise and regularity / Jacob Goldenberg, David Mazursky --
Media planning / Peter J. Danaher --
Fresh view of the advertising budget process / Paul W. Farris, Douglas C. West --
Essentials of planning media schedules / Demetrios Vakratsas, Prasad A. Naik --
Peer --
to --
peer media opportunities / Caroline Graham Austin, George M. Zinkhan, Ji Hee Song --
Communication and new product adoption / Donald R. Lehmann, Dina Mayzlin --
Advertising environment. Advertising regulation / Jef I. Richards, Ross D. Petty --
Advertising ethics : a multi- level theory approach / Minette E. Drumwright --
Advertising across cultures / Susan P. Douglas, C. Samuel Craig --
Advertising to vulnerable segments / Carolyn Bonifield, Catherine Cole --
Advertising, consumption and welfare / Thomas C. O'Guinn --
Advertisings' performance in a market system / William L. Wilkie, Elizabeth S. Moore.
Responsibility: edited by Gerald J. Tellis, Tim Ambler.
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Abstract:

Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook  Read more...

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"The editors have produced a work that offers insight into a variety for advertising issues in a compelling, well-organized manner. This handbook is a useful resource for practitioners as well as Read more...

 
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