Advertising Theory

Autor: Shelly Rodgers
Publisher: Routledge
ISBN: 1136514864
File Size: 49,20 MB
Format: PDF, Kindle
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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. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. 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. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.

Digital Advertising

Autor: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
File Size: 72,34 MB
Format: PDF, ePub, Docs
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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.

Internet Advertising

Autor: David W. Schumann
Publisher: Routledge
ISBN: 9780805851090
File Size: 48,91 MB
Format: PDF, Mobi
Read: 5662
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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.

Creative Advertising

Autor: Sandra E. Moriarty
Publisher: Prentice Hall
ISBN:
File Size: 74,78 MB
Format: PDF, Mobi
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A comprehensive introduction to the creative side of advertising covering copywriting, layout and design, and creative message strategy. Providing the underlying theories that explain the practices of the profession, it discusses the advertising process, media specifics and situations and decision.

Dimensions Of Advertising Theory And Practice In Africa

Autor: Rotimi Williams Olatunji
Publisher: Amalion Pub
ISBN: 9782359260182
File Size: 19,80 MB
Format: PDF
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This 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.

Emotion In Advertising

Autor: Stuart J. Agres
Publisher: Praeger Pub Text
ISBN:
File Size: 33,52 MB
Format: PDF, Docs
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This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques. Some of the key topics explored include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient, and the structural aspects of an ad and how they relate to emotional responses.

The Psychology Of Advertising In Theory And Practice

Autor: Walter Dill Scott
Publisher: Forgotten Books
ISBN: 9781528468558
File Size: 54,27 MB
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Excerpt from The Psychology of Advertising in Theory and Practice: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising We would not call upon an architect to construct a modern Office building unless he knew something of the theory of architecture. We would not call upon a lawyer to defend us before the courts unless he knew something of the theory of law. Some states and cities require teachers to pass examinations on the theory of teaching before they are allowed to give instruction. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.