The Sage handbook of advertising /
The Sage handbook of advertising /
Advertising
edited by Gerald J. Tellis, Tim Ambler.
- xvi, 491 pages : illustrations ; 26 cm
Includes bibliographical references and index.
Overview. Handbook of advertising / Brief history of advertising / Integrated marketing communications: provenance, practice and principles / Advertising and brand equity / How advertising works. Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength / Reinforcement and low attention processing / Role of consumer memory in advertising / Emotions in advertising / Metaphor in advertising / Advertising practice. Client/agency relationships / Creative brief and its strategic role in the campaign development process / Account planning : its history and its significance for ad agencies / Learning from case studies of effectiveness / Analysis. Pretesting : "before the rubber hits the road" / Advertising tracking / Advertising response models / Advertising effectiveness in contemporary markets / Planning. Advertising creativity : balancing surprise and regularity / Media planning / Fresh view of the advertising budget process / Essentials of planning media schedules / Peer - to - peer media opportunities / Communication and new product adoption / Advertising environment. Advertising regulation / Advertising ethics : a multi- level theory approach / Advertising across cultures / Advertising to vulnerable segments / Advertising, consumption and welfare / Advertisings' performance in a market system / Gerard J. Tellis, Tim Ambler -- Colin McDonald and Jane Scott -- Prasad A. Naik -- Kevin Lane Keller -- Derek D. Rucker, Richard E. Petty, Joseph R. Priester -- Robert Heath -- Nicole Votolato Montgomery, H. Rao Unnava -- David W. Stewart, Jon Morris, Aditi Grover -- Gerald Zaltman, Dara MacCaba -- David Wethey -- Richard Storey, Edith Smit -- Paul Feldwick -- Peter Field -- Rik Pieters, Michel Wedel -- Seema Pai, S. Siddarth, Suresh Divakar -- Marnik G. Dekimpe, Dominique M. Hanssens -- Gerard J. Tellis -- Jacob Goldenberg, David Mazursky -- Peter J. Danaher -- Paul W. Farris, Douglas C. West -- Demetrios Vakratsas, Prasad A. Naik -- Caroline Graham Austin, George M. Zinkhan, Ji Hee Song -- Donald R. Lehmann, Dina Mayzlin -- Jef I. Richards, Ross D. Petty -- Minette E. Drumwright -- Susan P. Douglas, C. Samuel Craig -- Carolyn Bonifield, Catherine Cole -- Thomas C. O'Guinn -- William L. Wilkie, Elizabeth S. Moore
1412918863 9781412918862 1412918871 9781412918879
2007922745
Advertising.
Advertising--Handbooks, manuals, etc.
HF5823 / .S17 2007
659.1
Includes bibliographical references and index.
Overview. Handbook of advertising / Brief history of advertising / Integrated marketing communications: provenance, practice and principles / Advertising and brand equity / How advertising works. Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength / Reinforcement and low attention processing / Role of consumer memory in advertising / Emotions in advertising / Metaphor in advertising / Advertising practice. Client/agency relationships / Creative brief and its strategic role in the campaign development process / Account planning : its history and its significance for ad agencies / Learning from case studies of effectiveness / Analysis. Pretesting : "before the rubber hits the road" / Advertising tracking / Advertising response models / Advertising effectiveness in contemporary markets / Planning. Advertising creativity : balancing surprise and regularity / Media planning / Fresh view of the advertising budget process / Essentials of planning media schedules / Peer - to - peer media opportunities / Communication and new product adoption / Advertising environment. Advertising regulation / Advertising ethics : a multi- level theory approach / Advertising across cultures / Advertising to vulnerable segments / Advertising, consumption and welfare / Advertisings' performance in a market system / Gerard J. Tellis, Tim Ambler -- Colin McDonald and Jane Scott -- Prasad A. Naik -- Kevin Lane Keller -- Derek D. Rucker, Richard E. Petty, Joseph R. Priester -- Robert Heath -- Nicole Votolato Montgomery, H. Rao Unnava -- David W. Stewart, Jon Morris, Aditi Grover -- Gerald Zaltman, Dara MacCaba -- David Wethey -- Richard Storey, Edith Smit -- Paul Feldwick -- Peter Field -- Rik Pieters, Michel Wedel -- Seema Pai, S. Siddarth, Suresh Divakar -- Marnik G. Dekimpe, Dominique M. Hanssens -- Gerard J. Tellis -- Jacob Goldenberg, David Mazursky -- Peter J. Danaher -- Paul W. Farris, Douglas C. West -- Demetrios Vakratsas, Prasad A. Naik -- Caroline Graham Austin, George M. Zinkhan, Ji Hee Song -- Donald R. Lehmann, Dina Mayzlin -- Jef I. Richards, Ross D. Petty -- Minette E. Drumwright -- Susan P. Douglas, C. Samuel Craig -- Carolyn Bonifield, Catherine Cole -- Thomas C. O'Guinn -- William L. Wilkie, Elizabeth S. Moore
1412918863 9781412918862 1412918871 9781412918879
2007922745
Advertising.
Advertising--Handbooks, manuals, etc.
HF5823 / .S17 2007
659.1