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Advertising Theory
By: Esther Thorson (Editor), Shelly Rodgers (Editor)
Hardcover | 29 April 2019 | Edition Number 2
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Utilizing McGuire's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory-and across advertising contexts-both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.
This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Industry Reviews
"This book is unique! Prominent advertising scholars offer in-depth theoretical reflections on their field of study. Given the authority of all individual authors, the chapters provide readers with the tools to answer the most important questions about advertising. It is an essential read for both the novice and the experienced advertising researcher." --Hilde Voorveld, University of Amsterdam
"Rodgers and Thorson have compiled an essential and thorough set of chapters by highly-regarded experts in advertising. This volume is a must-read for advertising scholars, students, and practitioners alike. Advertising Theory covers topics ranging from audiences to online videos and serves as a grand overview of the current state of the field, while also including some historical perspective and a look toward the future. The breadth and depth of Advertising Theory makes it a uniquely valuable text." -- Patrick Vargas, University of Illinois at Urbana-Champaign
"This book brings together an impressive series of advertising scholars, and the coverage of all of the relevant topics in the field is comprehensive and up-to-date. I am particularly impressed with the inclusion of rapidly growing topics of interest like mobile, social media, in-game advertising, and digital video advertising. I love seeing the cutting-edge coverage of such important topics for me as gender roles, ethics, and international/cross-cultural. This is a very useful book for not only students interested in studying advertising, but also scholars and ad practitioners. I plan to add this to my reference library." -- John B. Ford, Old Dominion University
ISBN: 9780815382492
ISBN-10: 0815382499
Series: Routledge Communication Series
Published: 29th April 2019
Format: Hardcover
Language: English
Number of Pages: 572
Audience: College, Tertiary and University
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Edition Number: 2
Edition Type: New edition
Dimensions (cm): 15.9 x 23.5 x 3.8
Weight (kg): 0.93
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This product is categorised by
- Non-FictionIndustry & Industrial StudiesMedia, Entertainment, Information & Communication IndustriesAdvertising Industry
- Non-FictionPsychologyOccupational & Industrial Psychology
- Non-FictionBusiness & ManagementSales & MarketingSales & Marketing Advertising
- Non-FictionSociety & CultureMedia Studies
- Non-FictionLanguage & Linguistics
- Non-FictionReference, Information & Interdisciplinary SubjectsInterdisciplinary StudiesCommunication Studies