Download e-book for kindle: Advertising Theory by Shelly Rodgers, Esther Thorson

By Shelly Rodgers, Esther Thorson

ISBN-10: 0415886619

ISBN-13: 9780415886611

Ads concept offers specified and present explorations of key theories within the ads self-discipline. the quantity offers a operating wisdom of the first theoretical methods of advertisements, providing a complete synthesis of the big literature within the zone. Editors Shelly Rodgers and Esther Thorson have built this quantity as a discussion board during which to match, distinction, and review ads theories in a entire and established presentation. Chapters offer concrete examples, case reports, and readings written by means of top ads students and educators. using McGuire’s persuasion matrix because the structural version for every bankruptcy, the textual content bargains a much broader lens wherein to view the phenomenon of ads because it operates inside of numerous environments. inside each one zone of advertisements conception – and throughout ads contexts – either conventional and non-traditional techniques are addressed, together with digital word-of-mouth advertisements, user-generated ads, and social media advertisements contexts. As a benchmark for the present nation of advertisements thought, this article is going to facilitate a deeper realizing for ads scholars, and may be required analyzing for advertisements concept coursework.

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Extra info for Advertising Theory

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Essentials of advertising. New York: Harcourt Brace Jovanovich. Krugman, H. E. (1972). Why three exposures may be enough. Journal of Advertising Research, 12 (6), 11–14. Lamb, C. , Hair, J. , & McDaniel, C. (2000). ). Cincinnati, OH: South-­Western College Publishing. Leckenby, J. , & Li, H. (2000). From the editors: Why we need the Journal of Interactive Advertising. Journal of Interactive Advertising, 1 (1), 1–3. McGuire, W. J. (1969). An information-­processing model of advertising effectiveness.

1972). Advertising. New York: John Wiley. Czinkota, M. R. (2000). Marketing: Best practices. Orlando, FL: Dryden Press. Dunn, S. W. (1969). ). New York: Holt, Rinehart and Winston. Dunn, S. , & Barban, A. M. (1986). Advertising: Its role in modern marketing. Chicago: Dryden Press. , & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-­Wesley. , & Wolburg, J. (2010). Advertising, society and consumer culture. E. Sharpe. Kaufman, L.

Oracles on “advertising”: Searching for a definition. Journal of Advertising, 31 (2), 63–78. Schultz, D. , Robinson, W. , & Petrison, L. A. (1998).  . ). Chicago: NTC Business Books. Smith, R. D. (2002). Strategic planning for public relations. Mahwah, NJ: Lawrence Erlbaum Associates. What Does “Theories of Advertising” Mean? 17 Vanden Bergh, B. , & Katz, H. (1999). Advertising principles: Choice, challenge, change. Lincolnwood, IL: NTCI Contemporary Publishing Group. , & Moriarty, S. (1998). ).

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