TY  - BOOK
AU  - Tellis,Gerard J.
AU  - Ambler,Tim
TI  - The Sage handbook of advertising
SN  - 1412918863
AV  - HF5823 .S17 2007
U1  - 659.1 22
PY  - 2007///
CY  - Los Angeles
PB  - Sage Publications
KW  - Advertising
KW  - Handbooks, manuals, etc
N1  - Includes bibliographical references and index; Overview; Handbook of advertising; Gerard J. Tellis, Tim Ambler --; Brief history of advertising; Colin McDonald and Jane Scott --; Integrated marketing communications: provenance, practice and principles; Prasad A. Naik --; Advertising and brand equity; Kevin Lane Keller --; How advertising works; Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength; Derek D. Rucker, Richard E. Petty, Joseph R. Priester --; 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 --; Advertising practice; Client/agency relationships; David Wethey --; Creative brief and its strategic role in the campaign development process; Richard Storey, Edith Smit --; Account planning : its history and its significance for ad agencies; Paul Feldwick --; Learning from case studies of effectiveness; Peter Field --; Analysis; Pretesting : "before the rubber hits the road"; Rik Pieters, Michel Wedel --; Advertising tracking; Seema Pai, S. Siddarth, Suresh Divakar --; Advertising response models; Marnik G. Dekimpe, Dominique M. Hanssens --; Advertising effectiveness in contemporary markets; Gerard J. Tellis --; Planning; Advertising creativity : balancing surprise and regularity; Jacob Goldenberg, David Mazursky --; Media planning; Peter J. Danaher --; 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; Caroline Graham Austin, George M. Zinkhan, Ji Hee Song --; Communication and new product adoption; Donald R. Lehmann, Dina Mayzlin --; Advertising environment; Advertising regulation; Jef I. Richards, Ross D. Petty --; Advertising ethics : a multi- level theory approach; Minette E. Drumwright --; Advertising across cultures; Susan P. Douglas, C. Samuel Craig --; Advertising to vulnerable segments; Carolyn Bonifield, Catherine Cole --; Advertising, consumption and welfare; Thomas C. O'Guinn --; Advertisings' performance in a market system; William L. Wilkie, Elizabeth S. Moore
ER  -