Download e-book for iPad: Advertising Theory by Shelly Rodgers, Esther Thorson

By Shelly Rodgers, Esther Thorson

ISBN-10: 0415886619

ISBN-13: 9780415886611

Advertisements concept presents particular and present explorations of key theories within the ads self-discipline. the quantity provides a operating wisdom of the first theoretical methods of ads, providing a finished synthesis of the massive literature within the zone. Editors Shelly Rodgers and Esther Thorson have constructed this quantity as a discussion board during which to check, distinction, and evaluation advertisements theories in a finished and dependent presentation. Chapters supply concrete examples, case reviews, and readings written via best ads students and educators. using McGuire’s persuasion matrix because the structural version for every bankruptcy, the textual content deals a much wider lens during which to view the phenomenon of ads because it operates inside of a number of environments. inside of every one zone of advertisements idea – and throughout advertisements contexts – either conventional and non-traditional methods are addressed, together with digital word-of-mouth advertisements, user-generated advertisements, and social media ads contexts. As a benchmark for the present nation of ads concept, this article is going to facilitate a deeper realizing for advertisements scholars, and may be required examining for advertisements thought coursework.

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Additional resources for Advertising Theory

Example text

Ads from competing brands being shown together). Compared to noncompetitive clutter, competitive clutter leads to more memory interference and less favorable brand evaluation (Keller, 1991). This is Making Advertising Theory More Meaningful 23 one reason why many advertisers require that their media placement contracts state that no competitive brands will be advertised within a given amount of space (pages) or time from when their ad is run. 2). More research on these potentially competing effects could tell us a lot about the relative strength of each.

Rodgers c­ ontexts can include a very large variety of other areas. Advertising is studied in many contexts because it plays a role in domains as diverse as the political, economic, legal, ethical areas, and history (see Richards & Curran, 2002). To demonstrate the important role that contexts play in advertising, we offer the following discussion on ethics as an advertising context. There are many analyses of ethical problems related to advertising. ” Just like any kind of mass communication message, advertising can contain falsities or it may contain only true statements but be misleading (see Preston, 1996).

Dubinsky A. , & Mehta, R. (2007). ). Boston, MA: Houghton Mifflin Harcourt. Arens, W. F. (1996). ). Chicago, IL: Richard D. Irwin. , & Kotler, P. (2000). Marketing: An introduction. Upper Saddle River, NJ: Prentice-­Hall. Bearden, W. , Ingram, T. , & LaForge, R. W. (1998). ). New York: Irwin McGraw-­Hill. Belch, G. , & Belch, M. A. (1998). ). New York: Irwin/McGraw-Hill. Bolen, W. H. (1981). Advertising. New York: John Wiley & Sons. 16 E. Thorson and S. Rodgers Bovée, C. , & Thill, J. V. (1992).

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Advertising Theory by Shelly Rodgers, Esther Thorson

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