ENGLISH

The SAGE Handbook of Advertising

By Gerard J. Tellis and Tim Ambler

Book information

Publisher
Sage Publications
Year
2007
ISBN
2007922745, 9781412918862, 9781412918879
Language
english
Format
PDF
Filesize
4 MB (3694231 bytes)
Pages
\513
Time added
2021-06-17 09:24:44

Description

Cover Contents List of Contributors SECTION I: Overview 1.1 - Handbook of Advertising 1.2: A Brief History of Advertising 1.3 - Integrated Marketing Communications: Provenance, Practice and Principles 1.4 - Advertising and Brand Equity SECTION II: How Advertising Works 2.1 - Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength 2.2 - Reinforcement and Low Attention Processing 2.3 - The Role of Consumer Memory in Advertising 2.4 - Emotions in Advertising 2.5 - Metaphor in Advertising SECTION III: Advertising Practice 3.2 - The Creative Brief and its Strategic Role in the Campaign Development Process 3.3 - Account Planning: Its History and its Significance for Ad Agencies 3.4 - Learning from Case Studies of Effectiveness SECTION IV: Analysis 4.1 - Pretesting: “Before the Rubber Hits the Road” 4.2 - Advertising Tracking 4.3 - Advertising Response Models 4.4 - Advertising Effectiveness in Contemporary Markets SECTION V: Planning 5.1 - Advertising Creativity: Balancing Surprise and Regularity 5.2 - Media Planning 5.3 - A Fresh View of the Advertising Budget Process 5.4 - Essentials of Planning Media Schedules 5.5 - Peer-to-Peer Media Opportunities 5.6 - Communication and New Product Adoption SECTION VI: The Advertising Environment 6.1 - Advertising Regulation 6.2 - Advertising Ethics: A Multi-level Theory Approach 6.3 - Advertising Across Cultures 6.4 - Advertising to Vulnerable Segments 6.5 - Advertising, Consumption and Welfare 6.6 - Advertisings’ Performance in a Market System Index

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