The Sage handbook of advertising:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Los Angeles, London, New Delhi, Singapore, Washington DC
Sage
2007
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xvi, 491 Seiten Ill., graph. Darst. |
| ISBN: | 9781412918862 9781412918879 |
Internformat
MARC
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| 245 | 1 | 0 | |a The Sage handbook of advertising |c ed. by Gerard J. Tellis, Tim Ambler |
| 246 | 1 | 3 | |a Advertising |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Los Angeles, London, New Delhi, Singapore, Washington DC |b Sage |c 2007 | |
| 300 | |a xvi, 491 Seiten |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Handbuch / Handbook - 41 | |
| 650 | 4 | |a Sammelwerk / Collection of articles of several authors - 39 | |
| 650 | 4 | |a Werbung / Werbepsychologie / Werbewirtschaft / Werbeplanung / Werbewirkung | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Advertising |v Handbooks, manuals, etc | |
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Datensatz im Suchindex
| _version_ | 1804136838267404288 |
|---|---|
| adam_text | Contents
Acknowledgements ix
List of Contributors x
SECTION I OVERVIEW 1
1.1 Handbook of Advertising 3
Gerard J. Tellis and Tim Ambler
1.2 A Brief History of Advertising 17
Colin McDonald and Jane Scott
1.3 Integrated Marketing Communications: Provenance, Practice and Principles 35
PrasadA. Naik
1.4 Advertising and Brand Equity 54
Kevin Lane Keller
SECTION II HOW ADVERTISING WORKS 71
2.1 Understanding Advertising Effectiveness from a Psychological Perspective:
The Importance of Attitudes and Attitude Strength 73
Derek D. Rucker, Richard E. Petty and Joseph R. Priester
2.2 Reinforcement and Low Attention Processing 89
Robert Heath
2.3 The Role of Consumer Memory in Advertising 105
Nicole Votolato Montgomery and H. Rao Unnava
2.4 Emotions in Advertising 120
David W. Stewart, Jon Morris and Aditi Grover
2.5 Metaphor in Advertising 135
Gerald Zaltman and Dara MacCaba
vi THE SAGE HANDBOOK OF ADVERTISING
SECTION III ADVERTISING PRACTICE 155
3.1 Client Agency Relationships 157
David Wethey
3.2 The Creative Brief and its Strategic Role in the Campaign Development Process 171
Richard Storey and Edith Smit
3.3 Account Planning: Its History and its Significance for Ad Agencies 184
Paul Feldwick
3.4 Learning from Case Studies of Effectiveness 199
Peter Field
SECTION IV ANALYSIS 215
4.1 Pretesting: Before the Rubber Hits the Road 217
Rik Pieters and Michel Wedel
4.2 Advertising Tracking 233
Seema Pai, S. Siddarth and Suresh Divakar
4.3 Advertising Response Models 247
Marnik G. Dekimpe and Dominique M. Hanssens
4.4 Advertising Effectiveness in Contemporary Markets 264
Gerard J. Tellis
SECTION V PLANNING 281
5.1 Advertising Creativity: Balancing Surprise and Regularity 283
Jacob Goldenberg and David Mazursky
5.2 Media Planning 299
Peter J. Danaher
5.3 A Fresh View of the Advertising Budget Process 316
Paul W. Farris and Douglas C. West
5.4 Essentials of Planning Media Schedules 333
Demetrios Vakratsas and Prasad A. Naik
5.5 Peer to Peer Media Opportunities 349
Caroline Graham Austin, George M. Zinkhan and Ji Hee Song
5.6 Communication and New Product Adoption 366
Donald R. Lehmann and Dina Mayzlin
CONTENTS
SECTION VI THE ADVERTISING ENVIRONMENT 381
6.1 Advertising Regulation 383
Jefl. Richards and Ross D. Petty
6.2 Advertising Ethics: A Multi level Theory Approach 398
Minette E. Drumwright
6.3 Advertising Across Cultures 416
Susan P. Douglas and C. Samuel Craig
6.4 Advertising to Vulnerable Segments 430
Carolyn Bonifield and Catherine Cole
6.5 Advertising, Consumption and Welfare 445
Thomas C. O Guinn
6.6 Advertisings Performance in a Market System 461
William L. Wilkie and Elizabeth S. Moore
Index 476
|
| adam_txt |
Contents
Acknowledgements ix
List of Contributors x
SECTION I OVERVIEW 1
1.1 Handbook of Advertising 3
Gerard J. Tellis and Tim Ambler
1.2 A Brief History of Advertising 17
Colin McDonald and Jane Scott
1.3 Integrated Marketing Communications: Provenance, Practice and Principles 35
PrasadA. Naik
1.4 Advertising and Brand Equity 54
Kevin Lane Keller
SECTION II HOW ADVERTISING WORKS 71
2.1 Understanding Advertising Effectiveness from a Psychological Perspective:
The Importance of Attitudes and Attitude Strength 73
Derek D. Rucker, Richard E. Petty and Joseph R. Priester
2.2 Reinforcement and Low Attention Processing 89
Robert Heath
2.3 The Role of Consumer Memory in Advertising 105
Nicole Votolato Montgomery and H. Rao Unnava
2.4 Emotions in Advertising 120
David W. Stewart, Jon Morris and Aditi Grover
2.5 Metaphor in Advertising 135
Gerald Zaltman and Dara MacCaba
vi THE SAGE HANDBOOK OF ADVERTISING
SECTION III ADVERTISING PRACTICE 155
3.1 Client Agency Relationships 157
David Wethey
3.2 The Creative Brief and its Strategic Role in the Campaign Development Process 171
Richard Storey and Edith Smit
3.3 Account Planning: Its History and its Significance for Ad Agencies 184
Paul Feldwick
3.4 Learning from Case Studies of Effectiveness 199
Peter Field
SECTION IV ANALYSIS 215
4.1 Pretesting: "Before the Rubber Hits the Road" 217
Rik Pieters and Michel Wedel
4.2 Advertising Tracking 233
Seema Pai, S. Siddarth and Suresh Divakar
4.3 Advertising Response Models 247
Marnik G. Dekimpe and Dominique M. Hanssens
4.4 Advertising Effectiveness in Contemporary Markets 264
Gerard J. Tellis
SECTION V PLANNING 281
5.1 Advertising Creativity: Balancing Surprise and Regularity 283
Jacob Goldenberg and David Mazursky
5.2 Media Planning 299
Peter J. Danaher
5.3 A Fresh View of the Advertising Budget Process 316
Paul W. Farris and Douglas C. West
5.4 Essentials of Planning Media Schedules 333
Demetrios Vakratsas and Prasad A. Naik
5.5 Peer to Peer Media Opportunities 349
Caroline Graham Austin, George M. Zinkhan and Ji Hee Song
5.6 Communication and New Product Adoption 366
Donald R. Lehmann and Dina Mayzlin
CONTENTS
SECTION VI THE ADVERTISING ENVIRONMENT 381
6.1 Advertising Regulation 383
Jefl. Richards and Ross D. Petty
6.2 Advertising Ethics: A Multi level Theory Approach 398
Minette E. Drumwright
6.3 Advertising Across Cultures 416
Susan P. Douglas and C. Samuel Craig
6.4 Advertising to Vulnerable Segments 430
Carolyn Bonifield and Catherine Cole
6.5 Advertising, Consumption and Welfare 445
Thomas C. O'Guinn
6.6 Advertisings'Performance in a Market System 461
William L. Wilkie and Elizabeth S. Moore
Index 476 |
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| index_date | 2024-07-02T18:24:07Z |
| indexdate | 2024-07-09T21:02:45Z |
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| isbn | 9781412918862 9781412918879 |
| language | English |
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| spelling | The Sage handbook of advertising ed. by Gerard J. Tellis, Tim Ambler Advertising 1. publ. Los Angeles, London, New Delhi, Singapore, Washington DC Sage 2007 xvi, 491 Seiten Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Handbuch / Handbook - 41 Sammelwerk / Collection of articles of several authors - 39 Werbung / Werbepsychologie / Werbewirtschaft / Werbeplanung / Werbewirkung Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s Marketing (DE-588)4037589-4 s DE-604 Tellis, Gerard J. 1950- Sonstige (DE-588)137812639 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015863990&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The Sage handbook of advertising Handbuch / Handbook - 41 Sammelwerk / Collection of articles of several authors - 39 Werbung / Werbepsychologie / Werbewirtschaft / Werbeplanung / Werbewirkung Advertising Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4037589-4 (DE-588)4143413-4 |
| title | The Sage handbook of advertising |
| title_alt | Advertising |
| title_auth | The Sage handbook of advertising |
| title_exact_search | The Sage handbook of advertising |
| title_exact_search_txtP | The Sage handbook of advertising |
| title_full | The Sage handbook of advertising ed. by Gerard J. Tellis, Tim Ambler |
| title_fullStr | The Sage handbook of advertising ed. by Gerard J. Tellis, Tim Ambler |
| title_full_unstemmed | The Sage handbook of advertising ed. by Gerard J. Tellis, Tim Ambler |
| title_short | The Sage handbook of advertising |
| title_sort | the sage handbook of advertising |
| topic | Handbuch / Handbook - 41 Sammelwerk / Collection of articles of several authors - 39 Werbung / Werbepsychologie / Werbewirtschaft / Werbeplanung / Werbewirkung Advertising Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Handbuch / Handbook - 41 Sammelwerk / Collection of articles of several authors - 39 Werbung / Werbepsychologie / Werbewirtschaft / Werbeplanung / Werbewirkung Advertising Advertising Handbooks, manuals, etc Werbung Marketing Aufsatzsammlung |
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