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Rodgers, Shelly (Shelly Lannette), 1965-. Thorson, Esther.

Advertising theory / edited by Shelly Rodgers and Esther Thorson.

New York :   Routledge,   2012.  

xxix, 614 p. : ill. ; 24 cm.

Routledge communication series

9780415886611 (hbk) 0415886619 (hbk) 9780415886628 (pbk) 0415886627 (pbk) 9780203149546 0203149548

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.

Includes bibliographical references and index.

Advertising.