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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 |
Tabla de Contenidos:
- 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.
- 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.
- 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.
- 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.
- 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.