Advertising theory

by Rodgers, Shelly Thorson, Esther

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Title Statements

Full title :Advertising theory / edited by Shelly Rodgers and Esther Thorson.

Edition Statements

Publication Date:2012.
Edition:1st ed

Publication Statements

Publisher(s):Routledge
Place of Publication:New York, NY
Language:eng
Publication Date:2012.

The Physical Object

Description:XXIX, 614 p. : : ill. ; : 21 cm.

Edition Identifiers

ISBN:9780415886611, 0415886619, 9780415886628, 0415886627, 9780203149546, 0203149548
oclc:ocn803335311
LC Classification:HF5821
Dewey Decimal:659.101

Perspectives on advertising and advertising theory -- What does "theories of advertising" mean? / by Esther Thorson and Shelly Rodgers -- Coloring outside the lines : suggestions for making advertising theory more meaningful / by Ronald J. Faber, Brittany R.L. Duff, and Xiaoli Nan -- Agency practitioners? : theories about advertising / by Gergely Nyilasy and Leonard N. Reid -- Psychological processes in response to advertisements -- The elaboration likelihood model : a thirty-year review / by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt -- The role of emotion in processing advertising / by Larry Percy -- Theories of emotion and affect in marketing communications / by Jon D. Morris -- Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam Bradley -- Involvement / by Eric Haley -- Specific audiences -- A theory of advertising to children / by Russell Laczniak and Les Carlson -- Theory advancement in international advertising : drawing on theories from strategic management and international business / by Charles R. Taylor, Shintaro Okazaki -- How advertising works within a cultural context : theories …