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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 |
|---|---|
| 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 |
MARC
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| 003 | OCoLC | ||
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| 035 | |a (OCoLC)798533432 | ||
| 050 | 4 | |a HF5821 .A384 2012 | |
| 082 | 0 | 4 | |a 659.101 |
| 049 | |a UAMI | ||
| 100 | 1 | |a Rodgers, Shelly |q (Shelly Lannette), |d 1965- |1 https://id.oclc.org/worldcat/entity/E39PCjxcdTPJ3mkxCg4v8HDbcX | |
| 245 | 1 | 0 | |a Advertising Theory. |
| 260 | |a Hoboken : |b Taylor & Francis, |c 2012. | ||
| 300 | |a 1 online resource (649 pages). | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Routledge Communication Series | |
| 505 | 0 | |a Advertising Theory; Copyright; Contents; Contributors; Foreword; Preface; Acknowledgments; PART I Perspectives on Advertising and Advertising Theory; Chapter 1 What Does "Theories of Advertising" Mean?; Chapter 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful; Chapter 3 Agency Practitioners' Theories about Advertising; PART II Psychological Processes in Response to Advertisements; Chapter 4 The Elaboration Likelihood Model: A 30-Year Review; Chapter 5 The Role of Emotion in Processing Advertising. | |
| 505 | 8 | |a Chapter 6 Theories of Emotion and Affect in Marketing CommunicationsChapter 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure; Chapter 8 Involvement; PART III Specific Audiences; Chapter 9 A Theory of Advertising to Children; Chapter 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business; Chapter 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process. | |
| 505 | 8 | |a Chapter 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising PersuasionPART IV Different Types of Advertising Messages; Chapter 13 Creativity and Ad Theory; Chapter 14 Creativity and Risk Theories of Advertising; Chapter 15 A Rhetorical Theory of the Advertisement; Chapter 16 Narrative Advertisements and Narrative Processing; Chapter 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model. | |
| 505 | 8 | |a Chapter 18 Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and ComplexityChapter 19 Theory Building for Online Health Product Advertising; Chapter 20 Political Advertising; PART V Media and Media Devices; Chapter 21 Media Analysis and Decision Making; Chapter 22 Managing Non-Traditional Advertising: A Message Processing Framework; Chapter 23 Role of Technology in Online Persuasion: A MAIN Model Perspective; Chapter 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions. | |
| 505 | 8 | |a Chapter 25 In-Game Advertising and Advergames: A Review of the Past Decade's ResearchChapter 26 Social Media and Advertising Theory; PART VI Organizations; Chapter 27 Toward a Social Ecology of Advertising; Chapter 28 Brand Concepts and Advertising; Chapter 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives; PART VII Contexts of Advertising; Chapter 30 Ethics and Advertising Theory; Chapter 31 Theory and Law; Chapter 32 Four Theories of How IMC Works; Chapter 33 Theories about Health and Advertising. | |
| 500 | |a PART VIII The Future of Advertising Theories. | ||
| 520 | |a 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' | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Industrial publicity. | |
| 650 | 4 | |a Advertising. | |
| 650 | 6 | |a Publicité industrielle. | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Industrial publicity |2 fast | |
| 700 | 1 | |a Thorson, Esther. | |
| 776 | 0 | 8 | |i Print version: |a Rodgers, Shelly. |t Advertising Theory. |d Hoboken : Taylor & Francis, ©2012 |z 9780415886611 |
| 830 | 0 | |a Routledge communication series. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=957708 |z Texto completo |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL957708 | ||
| 994 | |a 92 |b IZTAP | ||