The SAGE Handbook of Advertising

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Overview

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.

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Editorial Reviews

CHOICE - N.E. Furlow
"The editors have produced a work that offers insight into a variety for advertising issues in a compelling, well-organized manner. This handbook is a useful resource for practitioners as well as upper-division undergraduate and graduate students. Researchers and faculty members will find it a valuable supplement to their current collection of writings on advertising. "
Choice Magazine
"The editors have produced a work that offers insight into a variety for advertising issues in a compelling, well-organized manner. This handbook is a useful resource for practitioners as well as upper-division undergraduate and graduate students. Researchers and faculty members will find it a valuable supplement to their current collection of writings on advertising. "— N.E. Furlow
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Product Details

  • ISBN-13: 9781412918862
  • Publisher: SAGE Publications
  • Publication date: 11/8/2007
  • Edition description: New Edition
  • Pages: 512
  • Product dimensions: 7.00 (w) x 9.90 (h) x 1.31 (d)

Meet the Author

Gerard J. Tellis Jerry & Nancy Neely Chair in American Enterprise. He has a Ph.D. in Business Administration from the University of Michigan (Ann Arbor). His bachelor's degree is in chemistry and his master's is in business administration. Previously he worked as a Sales Development Manager for Johnson & Johnson, where he was responsible for brand management, new product introduction and sales staff planning. He joined USC's Marketing Department in 1989 as an associate professor, and was promoted to professor in Spring 1993.

Professor Tellis is an expert in advertising & promotion, pricing and entry into new markets. He has published widely on these topics in many journals including the Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Marketing Science and Sloan Management Review. His research on advertising has been noted in the professional and popular press, both nationally and internationally. He has won several awards for his research and teaching. In particular, he has recently won the Maynard Award for most significant contribution to Marketing thought in the Journal of Marketing, the Odell Award 1998 for best paper in the Journal of Marketing Research, and the Bass Award for best paper in Marketing Science. His recent book, Will and Vision: How Latecomers Grow to Dominate Markets, (co-authored with Peter Golder), was rated by Harvard Business Review as one of the best business books of 2001. He is on the editorial review board of the Journal of Marketing Research.

At USC, Professor Tellis teaches courses on Advertising & Promotion Strategy, Marketing Models and Philosophy of Marketing Science.

Tim Ambleris currently Grand Metropolitan Senior Research Fellow at London Business School where he teaches Global Marketing and Doing Business in Greater China. His research interests include brandequity, how advertising works, marketing in China and other international markets and relationship marketing. He holds an MA (mathematics) from Oxford, an SM (majoring in marketing) from the Sloan School, Massachusetts Institute of Technology and is a Fellow of the Institute of Chartered Accountants. Before becoming an academic, Tim Ambler spent some 30 years in business, initially as an accountant, switching to marketing in 1969. As Marketing Director for International Distillers and Vintners (IDV) for the UK during the 1970s, he was associated with the launch of Bailey's Irish Cream, Le Piat d'Or and the rise to leadership positions of Smirnoff Vodka and Croft Original Cream Sherry. More recently he held overall international marketing responsibility for IDV and worked extensively in the USA, Canada, Africa and emerging markets. IDV's development during the 1980s was a combination of new brand development, brand acquisitions which then needed to be integrated with the IDV network, new market entries and organic brand development. He now believes in pragmatic approaches to marketing on the one hand and the need for people based, relational, theories of international marketing on the other. His experience and research combine to underscore the importance of brands and the marketplace as the place to understand them

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Table of Contents

PART ONE: OVERVIEW
Handbook of Advertising - Gerard J. Tellis and Tim Ambler
Brief History of Advertising - Colin Mc Donald & Jane Scott
Integrated Marketing Communications - Prasad A. Naik
Provenance, Practice and Principles
Advertising and brand equity - Kevin Lane Keller
PART TWO: HOW ADVERTISING WORKS
Understanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester
The Importance of Attitudes and Attitude Strength
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 Mac Caba
PART THREE: ADVERTISING PRACTICE
Client-Agency Relationships - David Wethey
The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith Smit
Account Planning - Paul Feldwick
Its History, and Its Significance for Ad Agencies
Learning from Case Studies of Effectiveness - Peter Field
PART FOUR: ANALYSIS
Pretesting - Rik Pieters & Michel Wedel
"Before the Rubber Hits the Road "
Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar
Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens
Advertising Effectiveness in Contemporary Markets - Gerard Tellis
PART FIVE: PLANNING
Advertising Creativity - Jacob Goldenberg & David Mazursky
Balancing Surprise and Regularity
Media planning - Peter J. Danaher
A 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 - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song
Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin
PART SIX: THE ADVERTISING ENVIRONMENT
Advertising Regulation - Jef I. Richards & Ross D. Petty
Advertising Ethics - Minette E. Drumwright
A Multi-level Theory Approach
Advertising Across Cultures - Susan P. Douglas & C. Samuel Craig
Advertising to Vulnerable Segments - Carolyn Bonifield & Catherine Cole
Advertising, Consumption, & Welfare - Thomas C. O'Guinn
Advertisings' Performance in a Market System - William L. Wilkie & Elizabeth S. Moore

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