Advertising Theory

Paperback (Print)
Rent
Rent from BN.com
$18.50
(Save 78%)
Est. Return Date: 02/26/2015
Used and New from Other Sellers
Used and New from Other Sellers
from $64.00
Usually ships in 1-2 business days
(Save 22%)
Other sellers (Paperback)
  • All (9) from $64.00   
  • New (4) from $64.00   
  • Used (5) from $70.65   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$64.00
Seller since 2005

Feedback rating:

(49525)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
Ships same day or next business day! UPS(AK/HI Priority Mail)/ NEW book

Ships from: Columbia, MO

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$70.04
Seller since 2008

Feedback rating:

(4535)

Condition: New
New Book. Shipped from UK within 4 to 14 business days. Established seller since 2000.

Ships from: Horcott Rd, Fairford, United Kingdom

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$70.65
Seller since 2014

Feedback rating:

(35)

Condition: Good
2012 Paperback Good 005 Item may show signs of shelf wear. Pages may include limited notes and highlighting. Includes supplemental or companion materials if applicable. Access ... codes may or may not work. Connecting readers since 1972. Customer service is our top priority. Read more Show Less

Ships from: Dallas, TX

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$72.44
Seller since 2008

Feedback rating:

(17874)

Condition: Like New
Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.

Ships from: Westminster, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
$72.44
Seller since 2008

Feedback rating:

(17874)

Condition: New
Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.

Ships from: Westminster, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
$77.16
Seller since 2009

Feedback rating:

(10666)

Condition: New
New Book. Shipped from US within 10 to 14 business days. Established seller since 2000.

Ships from: Secaucus, NJ

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$99.82
Seller since 2014

Feedback rating:

(7)

Condition: Very Good
2012 Paperback NEAR FINE Paperback, 648pp. This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. *****PLEASE NOTE: ... This item is shipping from an authorized seller in Europe. In the event that a return is necessary, you will be able to return your item within the US. To learn more about our European sellers and policies see the BookQuest FAQ section***** Read more Show Less

Ships from: Stroud, Glos, United Kingdom

Usually ships in 1-2 business days

  • Canadian
  • Standard, 48 States
  • Standard (AK, HI)
$103.97
Seller since 2005

Feedback rating:

(4104)

Condition: Very Good
first Excellent [ No Hassle 30 Day Returns ] [ Edition: first ] Publisher: Routledge Pub Date: 2/25/2012 Binding: Paperback Pages: 648.

Ships from: College Park, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$149.95
Seller since 2014

Feedback rating:

(22)

Condition: Acceptable
2012 Trade paperback Fair. Trade paperback (US). Glued binding. 614 p. Contains: Illustrations, black & white, Tables, black & white, Figures. Routledge Communication.

Ships from: Pueblo West, CO

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by

Overview

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.

Read More Show Less

Editorial Reviews

From the Publisher
"Although seemingly impossible for a single text, Advertising Theory offers an excellent introduction to many current scholarly advertising domains... Highly recommended." - M.R. Hyman, CHOICE Magazine

'All in all, Rodgers and Thorson have done a great service to the field of advertising by compiling a comprehensive theoretical foundation that underpins messages, media, and other practical aspects in advertising. As a graduate student in a strategic media communication program, I find this book helpful in offering a wider lens through which I can recognize and reflect on the phenomena of advertising and strategic communications...Summing up, Advertising Theory is a highly recommended literature for upperdivision undergraduates through faculty and professional level. For advertising students, this is a handbook of the benchmark for the current state of advertising theory. For educators, the articles in this collection will help to accelerate students’ understanding of key theories. For practitioners, this book can help to facilitate conversations revolving around the relationship among scholars, researchers, and advertising professionals. And for those who are seeking to learn the concepts but without substantial background in advertising, Advertising Theory serves as the perfect entry point to understanding the fundamentals of the growing discipline.' Jason Tham, Journalism & Mass Communication Quarterly

Read More Show Less

Product Details

  • ISBN-13: 9780415886628
  • Publisher: Taylor & Francis
  • Publication date: 3/13/2012
  • Series: Routledge Communication Series
  • Edition description: New Edition
  • Pages: 648
  • Product dimensions: 8.80 (w) x 5.90 (h) x 0.10 (d)

Meet the Author

SHELLY RODGERS is Associate Professor of Strategic Communication at the Missouri School of Journalism. Her research focuses on advertising, health communication, and new technology. She is Past President of the American Academy of Advertising.

ESTHER THORSON is Associate Dean for Graduate Studies and Research and Director of Research for the Donald W. Reynolds Journalism Institute. She has more than 100 publications on advertising, media economics, and health communication. She is a Fellow of the American Academy of Advertising.

Read More Show Less

Table of Contents

Part I: Perspectives on Advertising and Advertising Theory

Part II: Psychological Processes in Response to Advertisements

Part III: Specific Audiences

Part IV: Different Types of Advertising Messages

Part V: Media and Media Devices

Part VI: Organizations

Part VII: Contexts of Advertising

Part VIII: The Future of Advertising Theories

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)