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...
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Taylor and Francis
2012
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| Schriftenreihe: | Routledge Communication Series
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| Schlagworte: | |
| Zusammenfassung: | 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's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory - and across advertising contexts - both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | 1 online resource (649 pages) |
| ISBN: | 9780203149546 |
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| 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's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory - and across advertising contexts - both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework | ||
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Datensatz im Suchindex
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| author | Rodgers, Shelly |
| author_facet | Rodgers, Shelly |
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| author_sort | Rodgers, Shelly |
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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 |
| format | Electronic eBook |
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| spelling | Rodgers, Shelly Verfasser aut Advertising Theory London Taylor and Francis 2012 © 2012 1 online resource (649 pages) txt rdacontent c rdamedia cr rdacarrier Routledge Communication Series Description based on publisher supplied metadata and other sources 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's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory - and across advertising contexts - both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework Advertising Industrial publicity Werbung (DE-588)4065541-6 gnd rswk-swf Theorie (DE-588)4059787-8 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s Theorie (DE-588)4059787-8 s 2\p DE-604 Thorson, Esther Sonstige oth Erscheint auch als Druck-Ausgabe Rodgers, Shelly Advertising Theory London : Taylor and Francis,c2012 9780415886611 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Rodgers, Shelly Advertising Theory Advertising Industrial publicity 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 |
| title_fullStr | Advertising Theory |
| title_full_unstemmed | Advertising Theory |
| title_short | Advertising Theory |
| title_sort | advertising theory |
| topic | Advertising Industrial publicity Werbung (DE-588)4065541-6 gnd Theorie (DE-588)4059787-8 gnd |
| topic_facet | Advertising Industrial publicity Werbung Theorie Aufsatzsammlung |
| work_keys_str_mv | AT rodgersshelly advertisingtheory AT thorsonesther advertisingtheory |