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Advertising theory

Advertising theory (7회 대출)

자료유형
단행본
개인저자
Rodgers, Shelly (Shelly Lannette), 1965-. Thorson, Esther.
서명 / 저자사항
Advertising theory / edited by Shelly Rodgers and Esther Thorson.
발행사항
New York :   Routledge,   2012.  
형태사항
xxix, 614 p. : ill. ; 24 cm.
총서사항
Routledge communication series
ISBN
9780415886611 (hbk) 0415886619 (hbk) 9780415886628 (pbk) 0415886627 (pbk) 9780203149546 0203149548
내용주기
Perspectives on advertising and advertising theory -- What does "theories of advertising" mean? / by Esther Thorson and Shelly Rodgers -- Coloring outside the lines : suggestions for making advertising theory more meaningful / by Ronald J. Faber, Brittany R. L. Duff, and Xiaoli Nan -- Agency practitioners? : theories about advertising / by Gergely Nyilasy and Leonard N. Reid -- Psychological processes in response to advertisements -- The elaboration likelihood model : a thirty-year review / by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt -- The role of emotion in processing advertising / by Larry Percy -- Theories of emotion and affect in marketing communications / by Jon D. Morris -- Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam Bradley -- Involvement / by Eric Haley -- Specific audiences -- A theory of advertising to children / by Russell Laczniak and Les Carlson -- Theory advancement in international advertising : drawing on theories from strategic management and international business / by Charles R. Taylor, Shintaro Okazaki -- How advertising works within a cultural context : theories and framework informing the process / by Carrie La Ferle and Wei-Na Lee -- The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham -- Different types of advertising messages -- Creativity and ad theory / by Sheila L. Sasser and Scott Koslow -- Creativity and risk theories of advertising by douglas c. west, university of london -- A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips -- Narrative advertisements and narrative processing / by ChingChing Chang -- Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps -- Direct-to-consumer advertising of prescription drugs : consumers, physicians, messages and complexity / by Kim Bartel Sheehan -- Theory building for online health product advertising / by Jisu Huh and Wonsun Shin -- Political advertising / by Marjolein Moorman and Peter Neijens -- Media and media devices -- Media analysis and decision-making / by Hugh M. Cannon -- Managing non-traditional advertising : a message processing framework / by Rick T. Wilson and Brian D. Till -- Role of technology in online persuasion : a main model perspective / by S. Shyam Sundar, Qian Xu and Xue Dou -- Lessons learned for teaching mobile advertising : critical review and future directions / by Shintaro Okazaki -- In-game advertising and advergames : a critical review of the past decades research / by Seounmi Youn and Mira Lee -- Social media and advertising theory / by Harshavardhan Gangadharbatla -- Organizations -- Toward a social ecology of advertising / by Christine Wright-Isak -- Brand concepts and advertising / by Dean M. Krugman and Jameson L. Hayes -- I know it when i see it : the definability and consequences of perceived fit in corporate social responsibility initiatives / by Amanda B. Bower and Stacy Landreth Grau -- Contexts of advertising -- Ethics and advertising theory / by Minette E. Drumwright -- Theory and law / by Jef Richards -- Four theories of how imc works / by Sandra Moriarty and Don Schultz -- Theories about health and advertising / by Joyce M. Wolburg -- The future of advertising theories -- Human barriers to using theory and research on responses to advertising messages / by Ivan L. Preston -- Toward theories of advertising : where do we go from here? / by Marla B. Royne -- Advancing advertising theories and scholarship / by Hairong Li -- Adventures in misplaced theories / by Herbert Jack Rotfeld -- Imc, advertising research, and the advertising discipline / by Patricia B. Rose.
서지주기
Includes bibliographical references and index.
일반주제명
Advertising.
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020 ▼a 9780415886611 (hbk)
020 ▼a 0415886619 (hbk)
020 ▼a 9780415886628 (pbk)
020 ▼a 0415886627 (pbk)
020 ▼a 9780203149546
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082 0 0 ▼a 659.101 ▼2 23
084 ▼a 659.101 ▼2 DDCK
090 ▼a 659.101 ▼b A244
245 0 0 ▼a Advertising theory / ▼c edited by Shelly Rodgers and Esther Thorson.
260 ▼a New York : ▼b Routledge, ▼c 2012.
300 ▼a xxix, 614 p. : ▼b ill. ; ▼c 24 cm.
490 1 ▼a Routledge communication series
504 ▼a Includes bibliographical references and index.
505 0 0 ▼t Perspectives on advertising and advertising theory -- ▼t What does "theories of advertising" mean? / ▼r by Esther Thorson and Shelly Rodgers -- ▼t Coloring outside the lines : suggestions for making advertising theory more meaningful / ▼r by Ronald J. Faber, Brittany R. L. Duff, and Xiaoli Nan -- ▼t Agency practitioners? : theories about advertising / ▼r by Gergely Nyilasy and Leonard N. Reid -- ▼t Psychological processes in response to advertisements -- ▼t The elaboration likelihood model : a thirty-year review / ▼r by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt -- ▼t The role of emotion in processing advertising / ▼r by Larry Percy -- ▼t Theories of emotion and affect in marketing communications / ▼r by Jon D. Morris -- ▼t Psychological and psychophysiological theories of advertising / ▼r by Paul Bolls, Kevin Wise, and Sam Bradley -- ▼t Involvement / ▼r by Eric Haley -- Specific audiences -- ▼t A theory of advertising to children / ▼r by Russell Laczniak and Les Carlson -- ▼t Theory advancement in international advertising : drawing on theories from strategic management and international business / ▼r by Charles R. Taylor, Shintaro Okazaki -- ▼t How advertising works within a cultural context : theories and framework informing the process / ▼r by Carrie La Ferle and Wei-Na Lee -- ▼t The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / ▼r by Michelle R. Nelson and Chang Dae Ham -- ▼t Different types of advertising messages -- ▼t Creativity and ad theory / ▼r by Sheila L. Sasser and Scott Koslow -- ▼t Creativity and risk theories of advertising by douglas c. west, university of london -- ▼t A rhetorical theory of the advertisement / ▼r by Edward F. McQuarrie and Barbara J. Phillips -- ▼t Narrative advertisements and narrative processing / ▼r by ChingChing Chang -- ▼t Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / ▼r by Lu Zheng and Joseph E. Phelps -- ▼t Direct-to-consumer advertising of prescription drugs : consumers, physicians, messages and complexity / ▼r by Kim Bartel Sheehan -- ▼t Theory building for online health product advertising / ▼r by Jisu Huh and Wonsun Shin -- ▼t Political advertising / ▼r by Marjolein Moorman and Peter Neijens -- ▼t Media and media devices -- ▼t Media analysis and decision-making / ▼r by Hugh M. Cannon -- ▼t Managing non-traditional advertising : a message processing framework / ▼r by Rick T. Wilson and Brian D. Till -- ▼t Role of technology in online persuasion : a main model perspective / ▼r by S. Shyam Sundar, Qian Xu and Xue Dou -- ▼t Lessons learned for teaching mobile advertising : critical review and future directions / ▼r by Shintaro Okazaki -- ▼t In-game advertising and advergames : a critical review of the past decades research / ▼r by Seounmi Youn and Mira Lee -- ▼t Social media and advertising theory / ▼r by Harshavardhan Gangadharbatla -- Organizations -- ▼t Toward a social ecology of advertising / ▼r by Christine Wright-Isak -- ▼t Brand concepts and advertising / ▼r by Dean M. Krugman and Jameson L. Hayes -- ▼t I know it when i see it : the definability and consequences of perceived fit in corporate social responsibility initiatives / ▼r by Amanda B. Bower and Stacy Landreth Grau -- ▼t Contexts of advertising -- ▼t Ethics and advertising theory / ▼r by Minette E. Drumwright -- ▼t Theory and law / ▼r by Jef Richards -- ▼t Four theories of how imc works / ▼r by Sandra Moriarty and Don Schultz -- ▼t Theories about health and advertising / ▼r by Joyce M. Wolburg -- ▼t The future of advertising theories -- ▼t Human barriers to using theory and research on responses to advertising messages / ▼r by Ivan L. Preston -- ▼t Toward theories of advertising : where do we go from here? / ▼r by Marla B. Royne -- ▼t Advancing advertising theories and scholarship / ▼r by Hairong Li -- ▼t Adventures in misplaced theories / ▼r by Herbert Jack Rotfeld -- ▼t Imc, advertising research, and the advertising discipline / ▼r by Patricia B. Rose.
650 0 ▼a Advertising.
700 1 ▼a Rodgers, Shelly ▼q (Shelly Lannette), ▼d 1965-.
700 1 ▼a Thorson, Esther.
830 0 ▼a Routledge communication series.
945 ▼a KLPA

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/서고7층/ 청구기호 659.101 A244 등록번호 111742918 도서상태 대출중 반납예정일 2022-05-21 예약 예약가능 R 서비스 M

컨텐츠정보

목차

Part I: Perspectives on Advertising and Advertising Theory

Part II: Psychological Processes in Response to Advertisements

Part III: Specific Audiences

Part IV: Different Types of Advertising Messages

Part V: Media and Media Devices

Part VI: Organizations

Part VII: Contexts of Advertising

Part VIII: The Future of Advertising Theories


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