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Advertising theory / / edited by Shelly Rodgers and Esther Thorson
| Advertising theory / / edited by Shelly Rodgers and Esther Thorson |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | New York, N.Y. : , : Routledge, , 2012 |
| Descrizione fisica | 1 online resource (649 p.) |
| Disciplina | 659.101 |
| Altri autori (Persone) |
RodgersShelly
ThorsonEsther |
| Collana | Routledge communication series |
| Soggetto topico |
Advertising
Industrial publicity |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-46178-1
9786613461780 1-136-51487-2 0-203-14954-8 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advertising Theory ; Copyright; Contents; Contributors; Foreword; Preface; Acknowledgments; PART I Perspectives on Advertising and Advertising Theory; Chapter 1 What Does "Theories of Advertising" Mean?; Chapter 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful; Chapter 3 Agency Practitioners' Theories about Advertising; PART II Psychological Processes in Response to Advertisements; Chapter 4 The Elaboration Likelihood Model: A 30-Year Review; Chapter 5 The Role of Emotion in Processing Advertising
Chapter 6 Theories of Emotion and Affect in Marketing CommunicationsChapter 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure; Chapter 8 Involvement; PART III Specific Audiences; Chapter 9 A Theory of Advertising to Children; Chapter 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business; Chapter 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process Chapter 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising PersuasionPART IV Different Types of Advertising Messages; Chapter 13 Creativity and Ad Theory; Chapter 14 Creativity and Risk Theories of Advertising; Chapter 15 A Rhetorical Theory of the Advertisement; Chapter 16 Narrative Advertisements and Narrative Processing; Chapter 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model Chapter 18 Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and ComplexityChapter 19 Theory Building for Online Health Product Advertising; Chapter 20 Political Advertising; PART V Media and Media Devices; Chapter 21 Media Analysis and Decision Making; Chapter 22 Managing Non-Traditional Advertising: A Message Processing Framework; Chapter 23 Role of Technology in Online Persuasion: A MAIN Model Perspective; Chapter 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions Chapter 25 In-Game Advertising and Advergames: A Review of the Past Decade's ResearchChapter 26 Social Media and Advertising Theory; PART VI Organizations; Chapter 27 Toward a Social Ecology of Advertising; Chapter 28 Brand Concepts and Advertising; Chapter 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives; PART VII Contexts of Advertising; Chapter 30 Ethics and Advertising Theory; Chapter 31 Theory and Law; Chapter 32 Four Theories of How IMC Works; Chapter 33 Theories about Health and Advertising PART VIII The Future of Advertising Theories |
| Record Nr. | UNINA-9910452453703321 |
| New York, N.Y. : , : Routledge, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising theory / / edited by Shelly Rodgers and Esther Thorson
| Advertising theory / / edited by Shelly Rodgers and Esther Thorson |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | New York, N.Y. : , : Routledge, , 2012 |
| Descrizione fisica | 1 online resource (649 p.) |
| Disciplina | 659.101 |
| Altri autori (Persone) |
RodgersShelly
ThorsonEsther |
| Collana | Routledge communication series |
| Soggetto topico |
Advertising
Industrial publicity |
| ISBN |
1-283-46178-1
9786613461780 1-136-51487-2 0-203-14954-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advertising Theory ; Copyright; Contents; Contributors; Foreword; Preface; Acknowledgments; PART I Perspectives on Advertising and Advertising Theory; Chapter 1 What Does "Theories of Advertising" Mean?; Chapter 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful; Chapter 3 Agency Practitioners' Theories about Advertising; PART II Psychological Processes in Response to Advertisements; Chapter 4 The Elaboration Likelihood Model: A 30-Year Review; Chapter 5 The Role of Emotion in Processing Advertising
Chapter 6 Theories of Emotion and Affect in Marketing CommunicationsChapter 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure; Chapter 8 Involvement; PART III Specific Audiences; Chapter 9 A Theory of Advertising to Children; Chapter 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business; Chapter 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process Chapter 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising PersuasionPART IV Different Types of Advertising Messages; Chapter 13 Creativity and Ad Theory; Chapter 14 Creativity and Risk Theories of Advertising; Chapter 15 A Rhetorical Theory of the Advertisement; Chapter 16 Narrative Advertisements and Narrative Processing; Chapter 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model Chapter 18 Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and ComplexityChapter 19 Theory Building for Online Health Product Advertising; Chapter 20 Political Advertising; PART V Media and Media Devices; Chapter 21 Media Analysis and Decision Making; Chapter 22 Managing Non-Traditional Advertising: A Message Processing Framework; Chapter 23 Role of Technology in Online Persuasion: A MAIN Model Perspective; Chapter 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions Chapter 25 In-Game Advertising and Advergames: A Review of the Past Decade's ResearchChapter 26 Social Media and Advertising Theory; PART VI Organizations; Chapter 27 Toward a Social Ecology of Advertising; Chapter 28 Brand Concepts and Advertising; Chapter 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives; PART VII Contexts of Advertising; Chapter 30 Ethics and Advertising Theory; Chapter 31 Theory and Law; Chapter 32 Four Theories of How IMC Works; Chapter 33 Theories about Health and Advertising PART VIII The Future of Advertising Theories |
| Record Nr. | UNINA-9910779027603321 |
| New York, N.Y. : , : Routledge, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising theory / / edited by Shelly Rodgers and Esther Thorson
| Advertising theory / / edited by Shelly Rodgers and Esther Thorson |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | New York, NY, : Routledge, 2012 |
| Descrizione fisica | 1 online resource (649 p.) |
| Disciplina | 659.101 |
| Altri autori (Persone) |
RodgersShelly
ThorsonEsther |
| Collana | Routledge communication series |
| Soggetto topico |
Advertising
Industrial publicity |
| ISBN |
1-283-46178-1
9786613461780 1-136-51487-2 0-203-14954-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advertising Theory ; Copyright; Contents; Contributors; Foreword; Preface; Acknowledgments; PART I Perspectives on Advertising and Advertising Theory; Chapter 1 What Does "Theories of Advertising" Mean?; Chapter 2 Coloring Outside the Lines: Suggestions for Making Advertising Theory More Meaningful; Chapter 3 Agency Practitioners' Theories about Advertising; PART II Psychological Processes in Response to Advertisements; Chapter 4 The Elaboration Likelihood Model: A 30-Year Review; Chapter 5 The Role of Emotion in Processing Advertising
Chapter 6 Theories of Emotion and Affect in Marketing CommunicationsChapter 7 Embodied Motivated Cognition: A Theoretical Framework for Studying Dynamic Mental Processes Underlying Advertising Exposure; Chapter 8 Involvement; PART III Specific Audiences; Chapter 9 A Theory of Advertising to Children; Chapter 10 Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business; Chapter 11 How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process Chapter 12 The Reflexive Game: How Target and Agent Persuasion Knowledge Influence Advertising PersuasionPART IV Different Types of Advertising Messages; Chapter 13 Creativity and Ad Theory; Chapter 14 Creativity and Risk Theories of Advertising; Chapter 15 A Rhetorical Theory of the Advertisement; Chapter 16 Narrative Advertisements and Narrative Processing; Chapter 17 Working Toward an Understanding of Persuasion via Engaging Narrative Advertising: Refining the Transportation-Imagery Model Chapter 18 Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and ComplexityChapter 19 Theory Building for Online Health Product Advertising; Chapter 20 Political Advertising; PART V Media and Media Devices; Chapter 21 Media Analysis and Decision Making; Chapter 22 Managing Non-Traditional Advertising: A Message Processing Framework; Chapter 23 Role of Technology in Online Persuasion: A MAIN Model Perspective; Chapter 24 Lessons Learned for Teaching Mobile Advertising: Critical Review and Future Directions Chapter 25 In-Game Advertising and Advergames: A Review of the Past Decade's ResearchChapter 26 Social Media and Advertising Theory; PART VI Organizations; Chapter 27 Toward a Social Ecology of Advertising; Chapter 28 Brand Concepts and Advertising; Chapter 29 I Know It When I See It: The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives; PART VII Contexts of Advertising; Chapter 30 Ethics and Advertising Theory; Chapter 31 Theory and Law; Chapter 32 Four Theories of How IMC Works; Chapter 33 Theories about Health and Advertising PART VIII The Future of Advertising Theories |
| Record Nr. | UNINA-9910820777303321 |
| New York, NY, : Routledge, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones
| Fables, fashions, and facts about advertising [[electronic resource] ] : a study of 28 enduring myths / / John Philip Jones |
| Autore | Jones John Philip |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c2004 |
| Descrizione fisica | 1 online resource (329 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Industrial publicity |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-4522-0461-6
1-4522-2209-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Epigraph; Preface; Acknowledgments; Part I: Advertising's Relationship to Business Generally and to the Consumer; 1 - Why Advertisers Advertise; 2 - Overpromise and Underdelivery; 3 - Added Values; Part II: Advertising Strategy and the Difficulty of Locating Target Consumers, the Development of Creative Ideas, and Facts About How Much Advertising Produces an Effect; 4 - "Why Exactly Am I Spending All This Money?"; 5 - How Many Fish Are There in the Pool? And Where Are They?; 6 - The Advertising Imagination; 7 - Bursting the Dam Wall
Part III: Advertising Investments, Promotional Expenditures, Media Strategy, and Media Tactics8 - Overspending and Underspending; 9 - Margins and How to Slice Into Them; 10 - Fishing in Different Parts of the Pool; 11 - Regularity and Frequency; 12 - The Gatekeeper; 13 - The Main Source of a Manufacturer's Profit; 14 - Looking Before You Leap; 15 - Consumer Perceptions-and the Cash Register; 16 - Wheels and Their Reinvention; 17 - The Global Village; 18 - The Cinderella of Business; 19 - Volcanoes and Their Extinction; Part VII: Sources of Information 20 - The Expanding Universe of InformationBibliography; Glossary; Index; About the Author |
| Record Nr. | UNINA-9910480787703321 |
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : SAGE, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fables, fashions, and facts about advertising : a study of 28 enduring myths / / John Philip Jones
| Fables, fashions, and facts about advertising : a study of 28 enduring myths / / John Philip Jones |
| Autore | Jones John Philip |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : Sage, c2004 |
| Descrizione fisica | 1 online resource (xvii, 310 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Industrial publicity |
| ISBN |
1-4522-3683-6
1-4522-0461-6 1-4522-2209-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Contents; Epigraph; Preface; Acknowledgments; Part I: Advertising's Relationship to Business Generally and to the Consumer; 1 - Why Advertisers Advertise; 2 - Overpromise and Underdelivery; 3 - Added Values; Part II: Advertising Strategy and the Difficulty of Locating Target Consumers, the Development of Creative Ideas, and Facts About How Much Advertising Produces an Effect; 4 - "Why Exactly Am I Spending All This Money?"; 5 - How Many Fish Are There in the Pool? And Where Are They?; 6 - The Advertising Imagination; 7 - Bursting the Dam Wall
Part III: Advertising Investments, Promotional Expenditures, Media Strategy, and Media Tactics8 - Overspending and Underspending; 9 - Margins and How to Slice Into Them; 10 - Fishing in Different Parts of the Pool; 11 - Regularity and Frequency; 12 - The Gatekeeper; 13 - The Main Source of a Manufacturer's Profit; 14 - Looking Before You Leap; 15 - Consumer Perceptions-and the Cash Register; 16 - Wheels and Their Reinvention; 17 - The Global Village; 18 - The Cinderella of Business; 19 - Volcanoes and Their Extinction; Part VII: Sources of Information 20 - The Expanding Universe of InformationBibliography; Glossary; Index; About the Author |
| Record Nr. | UNINA-9910813321103321 |
|
Jones John Philip
|
||
| Thousand Oaks, Calif. ; ; London, : Sage, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Techniques for ensuring PR coverage in the regional media : an insider's view / / Michael Imeson
| Techniques for ensuring PR coverage in the regional media : an insider's view / / Michael Imeson |
| Autore | Imeson Michael |
| Pubbl/distr/stampa | London : , : Thorogood, , [1998] |
| Descrizione fisica | 1 online resource (114 p.) |
| Disciplina | 659.2963498 |
| Collana | A Hawkesmere special briefing |
| Soggetto topico |
Industrial publicity
Journalism Mass media |
| ISBN | 1-85418-590-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
The author; Acknowledgements; Contents; Introduction; Chapter 1: Overview of the regional media; Chapter 2: Regional morning, evening and weekly papers; Chapter 3: Newspapers - the dominant force in the regions; Chapter 4: News versus views; Chapter 5: Pictures - a practical guide; Chapter 6: Feature Link - help from a trade body; Chapter 7: Local radio in more depth; Chapter 8: Regional TV news - a major news source for local people; Chapter 9: Magazines - a valuable means of communication; Chapter 10: Text services; Chapter 11: The Internet; Chapter 12: The when and the how
Appendix 1: Case studiesAppendix 2: The Press Complaints Commission |
| Record Nr. | UNINA-9910679881903321 |
|
Imeson Michael
|
||
| London : , : Thorogood, , [1998] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Techniques for ensuring PR coverage in the regional media : an insider's view / / Michael Imeson
| Techniques for ensuring PR coverage in the regional media : an insider's view / / Michael Imeson |
| Autore | Imeson Michael |
| Pubbl/distr/stampa | London : , : Thorogood, , [1998] |
| Descrizione fisica | 1 online resource (114 p.) |
| Disciplina | 659.2963498 |
| Collana | A Hawkesmere special briefing |
| Soggetto topico |
Industrial publicity
Journalism Mass media |
| ISBN | 1-85418-590-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
The author; Acknowledgements; Contents; Introduction; Chapter 1: Overview of the regional media; Chapter 2: Regional morning, evening and weekly papers; Chapter 3: Newspapers - the dominant force in the regions; Chapter 4: News versus views; Chapter 5: Pictures - a practical guide; Chapter 6: Feature Link - help from a trade body; Chapter 7: Local radio in more depth; Chapter 8: Regional TV news - a major news source for local people; Chapter 9: Magazines - a valuable means of communication; Chapter 10: Text services; Chapter 11: The Internet; Chapter 12: The when and the how
Appendix 1: Case studiesAppendix 2: The Press Complaints Commission |
| Record Nr. | UNISA-996213073703316 |
|
Imeson Michael
|
||
| London : , : Thorogood, , [1998] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Soggetto topico
-
Industrial publicity
(7)
- Advertising (5)
- Journalism (2)
- Mass media (2)