000			03825cam a22003974i 4500
005			20211129150837.0
008			071228s2007 caua bf 001 0 eng d
010			_a 2007922745
011			_aBIB MATCHES WORLDCAT
020			_a1412918863 _qcased
020			_a9781412918862 _qcased
020			_a1412918871 _qpbk.
020			_a9781412918879 _qpbk.
035			_a(OCoLC)192045440
040			_aDLC _beng _erda _cDLC _dBAKER _dNLGGC _dOUP _dVOD _dTXM _dIOJ _dYDXCP _dBTCTA _dATU
050	0	0	_aHF5823 _b.S17 2007
082	0	0	_a659.1 _222
245	0	4	_aThe Sage handbook of advertising / _cedited by Gerald J. Tellis, Tim Ambler.
246	1	1	_aAdvertising
264		1	_aLos Angeles : _bSage Publications, _c2007.
300			_axvi, 491 pages : _billustrations ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0	0	_tOverview. _tHandbook of advertising / _rGerard J. Tellis, Tim Ambler -- _tBrief history of advertising / _rColin McDonald and Jane Scott -- _tIntegrated marketing communications: provenance, practice and principles / _rPrasad A. Naik -- _tAdvertising and brand equity / _rKevin Lane Keller -- _tHow advertising works. _tUnderstanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength / _rDerek D. Rucker, Richard E. Petty, Joseph R. Priester -- _tReinforcement and low attention processing / _rRobert Heath -- _tRole of consumer memory in advertising / _rNicole Votolato Montgomery, H. Rao Unnava -- _tEmotions in advertising / _rDavid W. Stewart, Jon Morris, Aditi Grover -- _tMetaphor in advertising / _rGerald Zaltman, Dara MacCaba -- _tAdvertising practice. _tClient/agency relationships / _rDavid Wethey -- _tCreative brief and its strategic role in the campaign development process / _rRichard Storey, Edith Smit -- _tAccount planning : its history and its significance for ad agencies / _rPaul Feldwick -- _tLearning from case studies of effectiveness / _rPeter Field -- _tAnalysis. _tPretesting : "before the rubber hits the road" / _rRik Pieters, Michel Wedel -- _tAdvertising tracking / _rSeema Pai, S. Siddarth, Suresh Divakar -- _tAdvertising response models / _rMarnik G. Dekimpe, Dominique M. Hanssens -- _tAdvertising effectiveness in contemporary markets / _rGerard J. Tellis -- _tPlanning. _tAdvertising creativity : balancing surprise and regularity / _rJacob Goldenberg, David Mazursky -- _tMedia planning / _rPeter J. Danaher -- _tFresh view of the advertising budget process / _rPaul W. Farris, Douglas C. West -- _tEssentials of planning media schedules / _rDemetrios Vakratsas, Prasad A. Naik -- _tPeer - to - peer media opportunities / _rCaroline Graham Austin, George M. Zinkhan, Ji Hee Song -- _tCommunication and new product adoption / _rDonald R. Lehmann, Dina Mayzlin -- _tAdvertising environment. _tAdvertising regulation / _rJef I. Richards, Ross D. Petty -- _tAdvertising ethics : a multi- level theory approach / _rMinette E. Drumwright -- _tAdvertising across cultures / _rSusan P. Douglas, C. Samuel Craig -- _tAdvertising to vulnerable segments / _rCarolyn Bonifield, Catherine Cole -- _tAdvertising, consumption and welfare / _rThomas C. O'Guinn -- _tAdvertisings' performance in a market system / _rWilliam L. Wilkie, Elizabeth S. Moore
588			_aMachine converted from AACR2 source record.
650		0	_aAdvertising. _9313421
650		0	_aAdvertising _vHandbooks, manuals, etc. _9372955
700	1		_aTellis, Gerard J., _d1950- _eeditor. _9392380
700	1		_aAmbler, Tim, _eeditor. _9243371
907			_a.b11387464 _b22-08-17 _c27-10-15
942			_cB
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998			_ab _ac _b06-04-16 _cm _da _feng _gcau _h4
999			_c1188835 _d1188835