The Sage handbook of advertising / edited by Gerald J. Tellis, Tim Ambler.

Format:

Book

Contributor:

Tellis, Gerard J., 1950-

Ambler, Tim

Elizabeth Kelsey Memorial Fund.

Language:

English

Subjects (All):

Advertising.

Advertising--Handbooks, manuals, etc.

Genre:

Handbooks and manuals.

Physical Description:

xvi, 491 pages : illustrations ; 26 cm

Place of Publication:

Los Angeles : Sage Publications, 2007.

Summary:

Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J. Tellis achieve their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

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

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Elizabeth Kelsey Memorial Fund.

ISBN:

9781412918862

1412918863

9781412918879

1412918871

OCLC:

192045440