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The SAGE Handbook of Advertising
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The SAGE Handbook of Advertising

Edited by:


October 2007 | 512 pages | SAGE Publications Ltd
'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners'

- Hamish Pringle, Director General, IPA

'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us'

- Philip Kotler, Kellogg School of Management

'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do'

- Sir Martin Sorrell, CEO, WPP

'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment'

- Lord (Maurice) Saatchi, Chairman, M&C Saatchi

'This magnificent volume captures all we need to know about how advertising works and its context'

- Baroness (Peta) Buscombe, Director General, Advertising Association,

London

Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA.

Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.

The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

 
PART ONE: OVERVIEW
Gerard J. Tellis and Tim Ambler
Handbook of Advertising
Colin McDonald & Jane Scott
Brief History of Advertising
Prasad A. Naik
Integrated Marketing Communications
Provenance, Practice and Principles

 
Kevin Lane Keller
Advertising and brand equity
 
PART TWO: HOW ADVERTISING WORKS
Derek D. Rucker, Richard E. Petty & Joseph R. Priester
Understanding Advertising Effectiveness from a Psychological Perspective
The Importance of Attitudes and Attitude Strength

 
Robert Heath
Reinforcement and Low Attention Processing
Nicole Votolato Montgomery & H. Rao Unnava
Role of Consumer Memory in Advertising
David W. Stewart, Jon Morris & Aditi Grover
Emotions in Advertising
Gerald Zaltman & Dara MacCaba
Metaphor in Advertising
 
PART THREE: ADVERTISING PRACTICE
David Wethey
Client-Agency Relationships
Richard Storey & Edith Smit
The Creative Brief and its Strategic Role in the Campaign Development Process
Paul Feldwick
Account Planning
Its History, and Its Significance for Ad Agencies

 
Peter Field
Learning from Case Studies of Effectiveness
 
PART FOUR: ANALYSIS
Rik Pieters & Michel Wedel
Pretesting
"Before the Rubber Hits the Road"

 
Seema Pai, S. Siddarth & Suresh Divakar
Advertising Tracking
Marnik G. Dekimpe & Dominique M. Hanssens
Advertising Response Models
Gerard Tellis
Advertising Effectiveness in Contemporary Markets
 
PART FIVE: PLANNING
Jacob Goldenberg & David Mazursky
Advertising Creativity
Balancing Surprise and Regularity

 
Peter J. Danaher
Media planning
Paul W. Farris & Douglas C. West
A Fresh View of the Advertising Budget Process
Demetrios Vakratsas & Prasad A. Naik
Essentials of Planning Media Schedules
George M. Zinkhan, Caroline Graham Austin & Ji Hee Song
Peer-to-Peer Media Opportunities
Donald R. Lehmann & Dina Mayzlin
Communication and New Product Adoption
 
PART SIX: THE ADVERTISING ENVIRONMENT
Jef I. Richards & Ross D. Petty
Advertising Regulation
Minette E. Drumwright
Advertising Ethics
A Multi-level Theory Approach

 
Susan P. Douglas & C. Samuel Craig
Advertising Across Cultures
Carolyn Bonifield & Catherine Cole
Advertising to Vulnerable Segments
Thomas C. O'Guinn
Advertising, Consumption, & Welfare
William L. Wilkie & Elizabeth S. Moore
Advertisings' Performance in a Market System

"The editors have produced a work that offers insight into a variety for advertising issues in a compelling, well-organized  manner. This handbook is a useful resource for practitioners as well as upper-division undergraduate and graduate students. Researchers and faculty members will find it a valuable supplement to their current collection of writings on advertising."

N.E. Furlow
Marymount University
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ISBN: 9781412918862
£125.00

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