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Advertising Theory.
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 Es...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor & Francis,
2012.
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| Colección: | Routledge communication series.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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' |
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| Notas: | PART VIII The Future of Advertising Theories. |
| Descripción Física: | 1 online resource (649 pages). |
| ISBN: | 9780203149546 0203149548 |