Advertising TheoryAdvertising Theory



This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding ...

Author: Shelly Rodgers

Publisher: Routledge

ISBN: 9781351208291

Category:

Page: 548

View: 124

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

Digital AdvertisingDigital Advertising



This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Author: Shelly Rodgers

Publisher: Taylor & Francis

ISBN: 9781317225461

Category:

Page: 466

View: 912

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Art in AdvertisingArt in Advertising



In a college devoted to advertising , however , each man has a theory of his tising
, the work would necessarily be crude at own and goes in alone , content that he
is no first , but , as in all similar institutions , would wors " off than his neighbor ...

Author:

Publisher:

ISBN: NYPL:33433023812583

Category:

Page:

View: 644

The Meaning and Sources of Marketing TheoryThe Meaning and Sources of Marketing Theory



ject matter and corporate secrecy surrounding advertising - research findings are
reasons for the level of development of advertising theory . The theoretical
advertising references may be classified roughly in five categories : 1 .
References ...

Author: Michael Halbert

Publisher: New York, McGraw-Hill [1965]

ISBN: UCAL:B3376087

Category:

Page: 330

View: 791

Dimensions of Advertising Theory and Practice in AfricaDimensions of Advertising Theory and Practice in Africa



How to assess advertising proposals. Doghudje, C.A. (Ed.) How to Get the Best
Results from an Advertising Agency. Apapa ... CHAPTER 2 THEORETICAL
APPROACHES TO UNDERSTANDING REPRESENTATION AND THE
LANGUAGE.

Author: Rotimi Williams Olatunji

Publisher: Amalion Publishing

ISBN: 9782359260199

Category:

Page: 276

View: 971

his book brings together cutting-edge research by leading African communication and media theorists to provide a broad but detailed survey of the history and present state of the art of advertising in Africa. The book is a thought-provoking reminder of the variety of approaches to the study of marketing communication on a continent where advertising is often taken for granted. From indigenous African forms of advertising – by street criers, wall paintings, and even olfactory appeals – to the latest experiments in integrated marketing communication via the Internet, home videos, smartphones, and social media, Dimensions of Advertising Theory and Practice in Africa is a comprehensive survey both of Africa's contributions to the globalized advertising industry and of the industry's profound affect on African economies and cultures. The first collection of its kind, the book marks an important moment in the study of marketing communication in Africa. It will be an essential text for years to come.

Internet AdvertisingInternet Advertising



Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new ...

Author: David W. Schumann

Publisher: Routledge

ISBN: 0805851097

Category:

Page: 516

View: 171

Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet. Internet Advertising marks this important point in history, taking into account the state of practice, theoretical conceptualizations, empirical research, creative typologies, and potential considerations. Nearly all chapters are in the form of integrated reviews of theory and research, which provide a source of both previous knowledge, as well as future focus for advertising strategy. The volume is arranged in four sections covering: the foundations of Internet advertising theory consumer response to Internet advertising topical areas in which Internet advertising has significant influence on the consumer human needs and trends that will likely have significant impact on the future of Internet advertising. This contemporary analysis of Internet advertising will appeal to all practitioners and students of the Internet, and will effectively suit courses taught in this area.

Theory and Practice of AdvertisingTheory and Practice of Advertising



Some advertisers figure on expending three per cent . of the gross sales for
advertising . In some businesses ... the ads good or bad . Copyrighted 1902
LESSON 23 - Planning an Advertising Campaign The 24 Theory and Practice of
Advertising.

Author: George Washington Wagenseller

Publisher:

ISBN: UIUC:30112083843471

Category:

Page: 60

View: 263

Advertising TheoryAdvertising Theory



This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding ...

Author: Shelly Lannette Rodgers

Publisher:

ISBN: 1351208314

Category:

Page: 536

View: 517

Advertising Theoryprovides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory - and across advertising contexts - both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

Advertising Management Theory PracticeAdvertising Management Theory Practice



3.1 INTRODUCTION In the previous chapter, advertising in general has been
discussed. The present chapter is devoted to a description of economic and
social implications of advertising. It includes descriptions on business
environment and ...

Author: Dr. Mahendra Kumar Padhy

Publisher: Laxmi Publications

ISBN: 9789380856896

Category:

Page: 260

View: 572