The SAGE Handbook of Advertising
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The SAGE Handbook of Advertising

by Gerard J. Tellis
     
 

ISBN-10: 1412918863

ISBN-13: 9781412918862

Pub. Date: 11/08/2007

Publisher: SAGE Publications

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

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.

Product Details

ISBN-13:
9781412918862
Publisher:
SAGE Publications
Publication date:
11/08/2007
Edition description:
New Edition
Pages:
512
Product dimensions:
6.85(w) x 9.69(h) x (d)

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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