Advertising Theory

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 548 pages
File Size : 44,8 Mb
Release : 2019-04-15
Category : Business & Economics
ISBN : 9781351208291

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Advertising Theory by Shelly Rodgers,Esther Thorson Pdf

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.

Author : David W. Schumann,Esther Thorson,Shelly Rodgers
Publisher : Psychology Press
Page : 0 pages
File Size : 41,7 Mb
Release : 2012
Category : Internet advertising
ISBN : 0415655269

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Internet Advertising by David W. Schumann,Esther Thorson,Shelly Rodgers Pdf

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.

Author : Sandra E. Moriarty
Publisher : Prentice Hall
Page : 456 pages
File Size : 49,8 Mb
Release : 1991
Category : Advertising
ISBN : PSU:000033018294

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Creative Advertising by Sandra E. Moriarty Pdf

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.

Author : Michael J Baker,Michael Saren
Publisher : SAGE
Page : 449 pages
File Size : 42,6 Mb
Release : 2010-03-18
Category : Business & Economics
ISBN : 9781446211045

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Marketing Theory by Michael J Baker,Michael Saren Pdf

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

Author : Shelly Rodgers,Esther Thorson
Publisher : Taylor & Francis
Page : 466 pages
File Size : 47,9 Mb
Release : 2017-02-17
Category : Business & Economics
ISBN : 9781317225461

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Digital Advertising by Shelly Rodgers,Esther Thorson Pdf

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.

Author : Dr. Mahendra Kumar Padhy
Publisher : Laxmi Publications
Page : 275 pages
File Size : 40,5 Mb
Release : 2011-06
Category : Electronic
ISBN : 9789380856896

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Advertising Management : Theory & Practice by Dr. Mahendra Kumar Padhy Pdf

Author : Walter Dill Scott
Publisher : Legare Street Press
Page : 0 pages
File Size : 52,7 Mb
Release : 2023-07-18
Category : Electronic
ISBN : 1019377208

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The Psychology of Advertising in Theory and Practice by Walter Dill Scott Pdf

This classic work explores the psychology of advertising and provides practical guidance for advertisers seeking to create compelling campaigns. Scott draws on his extensive research to explain the psychological principles that underlie effective advertising, including attention, suggestion, and association. This book is a must-read for anyone interested in the art and science of advertising. This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.

Author : Don W. Stacks,Michael B. Salwen,Kristen C. Eichhorn
Publisher : Routledge
Page : 783 pages
File Size : 51,7 Mb
Release : 2019-03-14
Category : Language Arts & Disciplines
ISBN : 9781351358705

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An Integrated Approach to Communication Theory and Research by Don W. Stacks,Michael B. Salwen,Kristen C. Eichhorn Pdf

This new edition provides a comprehensive overview of current theory and research written by the top theorists and researchers in each area. It has been updated to address the growing influence of technology, changing relationships, and several growing integrated approaches to communication and includes seven new chapters on: ■ Digital Media ■ Media Effects ■ Privacy ■ Dark Side ■ Applied Communication ■ Relational Communication ■ Instructional Communication ■ Communication and the Law The book continues to be essential reading for students and faculty who want a thorough overview of contemporary communication theory and research.

Author : Charles Harold Sandage,Vernon Fryburger
Publisher : McGraw-Hill/Irwin
Page : 732 pages
File Size : 40,6 Mb
Release : 1975
Category : Business & Economics
ISBN : 0256016550

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Advertising Theory and Practice by Charles Harold Sandage,Vernon Fryburger Pdf

Author : Shelby D. Hunt
Publisher : Routledge
Page : 512 pages
File Size : 41,7 Mb
Release : 2014-12-18
Category : Business & Economics
ISBN : 9781317465140

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Marketing Theory by Shelby D. Hunt Pdf

One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.

Author : Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publisher : SAGE
Page : 546 pages
File Size : 48,7 Mb
Release : 2009-12-04
Category : Business & Economics
ISBN : 9781446206980

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The SAGE Handbook of Marketing Theory by Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski Pdf

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.

Author : Charles Harold Sandage,Vernon Ray Fryburger,Vernon Fryburger,Kim B. Rotzoll
Publisher : Longman Publishing Group
Page : 512 pages
File Size : 40,6 Mb
Release : 1989
Category : Business & Economics
ISBN : IND:39000016204450

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Advertising Theory & Practice by Charles Harold Sandage,Vernon Ray Fryburger,Vernon Fryburger,Kim B. Rotzoll Pdf

Author : Jagdish N. Sheth,David M. Gardner,Dennis E. Garrett
Publisher : John Wiley & Sons
Page : 262 pages
File Size : 53,7 Mb
Release : 1991-01-16
Category : Business & Economics
ISBN : 9780471635277

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Marketing Theory by Jagdish N. Sheth,David M. Gardner,Dennis E. Garrett Pdf

This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work.

Author : Adrian Palmer
Publisher : Oxford University Press
Page : 575 pages
File Size : 55,5 Mb
Release : 2012-03-29
Category : Business & Economics
ISBN : 9780199602131

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Introduction to Marketing by Adrian Palmer Pdf

This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.

Author : Walter Dill Scott
Publisher : Legare Street Press
Page : 0 pages
File Size : 47,5 Mb
Release : 2022-10-27
Category : Electronic
ISBN : 1015655696

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The Theory of Advertising by Walter Dill Scott Pdf

This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.