Advertising theory:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
Routledge
2012
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Routledge communication series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIX, 614 S. Ill., graph. Darst. |
| ISBN: | 0415886619 0415886627 9780415886611 9780415886628 |
Internformat
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| 245 | 1 | 0 | |a Advertising theory |c ed. by Shelly Rodgers ... |
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Datensatz im Suchindex
| _version_ | 1804148026446446592 |
|---|---|
| adam_text | Contents
Contributors xii
Foreword xx
Preface xxii
Acknowledgments xxx
PART I
Perspectives on Advertising and Advertising
Theory I
1 What Does “Theories of Advertising” Mean? 3
ESTHER THORSON AND SHELLY RODGERS
2 Coloring Outside the Lines: Suggestions for Making
Advertising Theory More Meaningful 18
RONALD J. FABER, BRITTANY R. L. DUFF, AND XIAOLI NAN
3 Agency Practitioners’ Theories about Advertising 33
GERGELY NYILASY AND LEONARD N. REID
PART II
Psychological Processes in Response to
Advertisements 49
4 The Elaboration Likelihood Model: A 30-Year
Review
DAVID W. SCHUMANN, MICHAEL R. KOTOWSKI, HO-YOUNG
(ANTHONY) AHN, AND CURTIS P. HAUGTVEDT
51
viii Contents
5 The Role of Fmotion in Processing Advertising 69
1 A K R V !’ I R (’ Y
6 t heories of fmotion and Affect in Marketing
Communications 85
JON I) . MORRIS
7 Fmbodied Motivated Cognition: A Theoretical
framework for Studying Dynamic Mental Processes
Underlying Advertising Exposure 105
I’AIII 1) . HOI IS, K I: V I N WIN! , A N I) SAMUEL I) . BR A D I. E Y
8 Involvement 120
I KK’ II A 1 I Y
PART 111
Sp ecific Audiences 133
9 A Theory of Advertising to Children 135
RUSSELL N . LACZNIAK AND L E S CARLSON
10 Theory Advancement in International Advertising:
Drawing orv Theories from Strategic Management
and International Business 149
CHARLES R. TAYLOR, SHINTARO OKAZAKI, AND BARBARA
MUELLER
11 How Advertising Works Within a Cultural Context:
Theories and Frameworks Informing the Process 1 62
CARRIE LA FERLE AND WEI-NA LEE 12 * * *
12 The Reflexive Game: How Target and Agent
Persuasion Knowledge Influence Advertising
Persuasion 174
MICHELLE R. NELSON AND CHANG DAE HAM
Contents ix
PART IV
Different Types of Advertising Messages
13 Creativity and Ad Theory
SHEILA L. SASSER AND SCOTT KOSLOW
14 Creativity and Risk Theories of Advertising
DOUGLAS C. WEST
15 A Rhetorical Theory of the Advertisement
EDWARD F. MCQUARRIE AND BARBARA J. PHILLIPS
16 Narrative Advertisements and Narrative Processing
CHINGCHING CHANG
17 Working Toward an Understanding of Persuasion
via Engaging Narrative Advertising: Refining the
Transportation-Imagery Model
LU ZHENG AND JOSEPH E. PHELPS
18 Direct-to-Consumer Advertising of Prescription
Drugs: Consumers, Physicians, Messages, and
Complexity
KIM BARTEL SHEEHAN
19 Theory Building for Online Health Product
Advertising
JISU HUH AND WONSUN SHIN
20 Political Advertising
MARJOLE1N MOORMAN AND PETER NEIJENS
PART V
Media and Media Devices
21 Media Analysis and Decision Making
HUGH M . CANNON 22 * *
22 Managing Non-Traditional Advertising: A Message
Processing Framework
RICK T. WILSON AND BRIAN D. TILL
189
191
212
227
241
255
269
281
297
31 I
313
337
x Contents
23 Role of Technology in Online Persuasion: A MAIN
Model Perspective 355
S . SHYAM SlINDAR, QIAN XU, AND X II F D O U
24 Lessons Learned for Teaching Mobile Advertising:
Critical Review and future Directions 373
SHIN T ARC) OKAZAKI
25 In-Game Advertising and Advergames: A Review of
the Past Decade’s Research 388
SFOUNMI YOIIN AND MIRA I. F f.
26 Social Media and Advertising Theory 402
H A R S H A V A ROMAN G A N G A D U A RBATl. A
PART VI
Organizations 417
27 Toward a Social Ecology of Advertising 419
CHRISTINE WRIGHT-ISAK
28 Brand Concepts and Advertising 434
DEAN M. KRUGMAN AND JAMESON L. HAYES
29 I Know It When I See It: The Definability and
Consequences of Perceived Fit in Corporate Social
Responsibility Initiatives 449
AMANDA B. BOWER AND STACY LANDRETH GRAU
PART VII
Contexts of Advertising 461
30 Ethics and Advertising Theory 463
MINETTE E. DRUMWRIGHT
31 Theory and Law 480
J E F I . RICHARDS 32
32 Four Theories of How IMC Works 491
SANDRA MORIARTY AND DON SCHULTZ
Contents xi
33 Theories about Health and Advertising 506
JOYCE M. WOLBURG
PART VIII
The Future of Advertising Theories 527
34 Human Barriers to Using Theory and Research on
Responses to Advertising Messages 529
IVAN L. P R ESTO N
35 Toward Theories of Advertising: Where Do We Go
From Here? 541
MARLA B. ROYNE
36 Advancing Advertising Theories and Scholarship 546
HAIRONG LI
37 Adventures in Misplaced Theories 55 3
HERBERT JACK ROTFELD
38 IMC, Advertising Research, and the Advertising
Discipline 563
PATRICIA B . ROSE
Glossary 567
Index 592
|
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| dewey-full | 659.101 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.101 |
| dewey-search | 659.101 |
| dewey-sort | 3659.101 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| indexdate | 2024-07-10T00:00:35Z |
| institution | BVB |
| isbn | 0415886619 0415886627 9780415886611 9780415886628 |
| language | English |
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| physical | XXIX, 614 S. Ill., graph. Darst. |
| publishDate | 2012 |
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| series2 | Routledge communication series |
| spelling | Advertising theory ed. by Shelly Rodgers ... 1. publ. New York, NY [u.a.] Routledge 2012 XXIX, 614 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Routledge communication series Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Theorie (DE-588)4059787-8 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s Theorie (DE-588)4059787-8 s DE-604 Rodgers, Shelly 1965- (DE-588)1058272586 edt Erscheint auch als Online-Ausgabe 0-203-14954-8 Erscheint auch als Online-Ausgabe 978-0-203-14954-6 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024191015&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Advertising theory Advertising Werbung (DE-588)4065541-6 gnd Theorie (DE-588)4059787-8 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4059787-8 (DE-588)4143413-4 |
| title | Advertising theory |
| title_auth | Advertising theory |
| title_exact_search | Advertising theory |
| title_full | Advertising theory ed. by Shelly Rodgers ... |
| title_fullStr | Advertising theory ed. by Shelly Rodgers ... |
| title_full_unstemmed | Advertising theory ed. by Shelly Rodgers ... |
| title_short | Advertising theory |
| title_sort | advertising theory |
| topic | Advertising Werbung (DE-588)4065541-6 gnd Theorie (DE-588)4059787-8 gnd |
| topic_facet | Advertising Werbung Theorie Aufsatzsammlung |
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