CiNii Books - The Sage handbook of advertising

'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude - with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

Table of Contents

PART ONE: OVERVIEW Handbook of Advertising - Gerard J. Tellis and Tim Ambler Brief History of Advertising - Colin McDonald & Jane Scott Integrated Marketing Communications - Prasad A. Naik Provenance, Practice and Principles Advertising and brand equity - Kevin Lane Keller PART TWO: HOW ADVERTISING WORKS Understanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester The Importance of Attitudes and Attitude Strength Reinforcement and Low Attention Processing - Robert Heath Role of Consumer Memory in Advertising - Nicole Votolato Montgomery & H. Rao Unnava Emotions in Advertising - David W. Stewart, Jon Morris & Aditi Grover Metaphor in Advertising - Gerald Zaltman & Dara MacCaba PART THREE: ADVERTISING PRACTICE Client-Agency Relationships - David Wethey The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith Smit Account Planning - Paul Feldwick Its History, and Its Significance for Ad Agencies Learning from Case Studies of Effectiveness - Peter Field PART FOUR: ANALYSIS Pretesting - Rik Pieters & Michel Wedel "Before the Rubber Hits the Road" Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens Advertising Effectiveness in Contemporary Markets - Gerard Tellis PART FIVE: PLANNING Advertising Creativity - Jacob Goldenberg & David Mazursky Balancing Surprise and Regularity Media planning - Peter J. Danaher A Fresh View of the Advertising Budget Process - Paul W. Farris & Douglas C. West Essentials of Planning Media Schedules - Demetrios Vakratsas & Prasad A. Naik Peer-to-Peer Media Opportunities - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin PART SIX: THE ADVERTISING ENVIRONMENT Advertising Regulation - Jef I. Richards & Ross D. Petty Advertising Ethics - Minette E. Drumwright A Multi-level Theory Approach Advertising Across Cultures - Susan P. Douglas & C. Samuel Craig Advertising to Vulnerable Segments - Carolyn Bonifield & Catherine Cole Advertising, Consumption, & Welfare - Thomas C. O'Guinn Advertisings' Performance in a Market System - William L. Wilkie & Elizabeth S. Moore

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The Sage handbook of advertising

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