The SAGE Handbook of Advertising showcases significant advertising research questions of our time and points readers in the direction of future avenues for fruitful investigation.

Table of Contents

• Acknowledgements
• List of Contributors
• SECTION I. Overview
• 1.1 Handbook of Advertising Gerard J. Tellis, Tim Ambler
• 1.2 A Brief History of Advertising Colin McDonald, Jane Scott
• 1.3 Integrated Marketing Communications: Provenance, Practice and Principles Prasad A. Naik
• 1.4 Advertising and Brand Equity Kevin Lane Keller
• SECTION II. How Advertising Works
• 2.1 Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength Derek D. Rucker, Richard E. Petty, Joseph R. Priester
• 2.2 Reinforcement and Low Attention Processing Robert Heath
• 2.3 The Role of Consumer Memory in Advertising Nicole Votolato Montgomery, H. Rao Unnava
• 2.4 Emotions in Advertising David W. Stewart, Jon Morris, Aditi Grover
• 2.5 Metaphor in Advertising Gerald Zaltman, Dara MacCaba
• SECTION III. Advertising Practice
• 3.1 Client-Agency Relationships David Wethey
• 3.2 The Creative Brief and its Strategic Role in the Campaign Development Process Richard Storey, Edith Smit
• 3.3 Account Planning: Its History and its Significance for Ad Agencies Paul Feldwick
• 3.4 Learning from Case Studies of Effectiveness Peter Field
• SECTION IV. Analysis
• 4.1 Pretesting: “before the Rubber Hits the Road” Rik Pieters, Michel Wedel
• 4.2 Advertising Tracking Seema Pai, S. Siddarth, Suresh Divakar
• 4.3 Advertising Response Models Marnik G. Dekimpe, Dominique M. Hanssens
• 4.4 Advertising Effectiveness in Contemporary Markets Gerard J. Tellis
• SECTION V. Planning
• 5.1 Advertising Creativity: Balancing Surprise and Regularity Jacob Goldenberg, David Mazursky
• 5.2 Media Planning Peter J. Danaher
• 5.3 A Fresh View of the Advertising Budget Process Paul W. Farris, Douglas C. West
• 5.4 Essentials of Planning Media Schedules Demetrios Vakratsas, Prasad A. Naik
• 5.5 Peer-to-Peer Media Opportunities Caroline Graham Austin, George M. Zinkhan, Ji Hee Song
• 5.6 Communication and New Product Adoption Donald R. Lehmann, Dina Mayzlin
• SECTION VI. The Advertising Environment
• 6.1 Advertising Regulation Jef I. Richards, Ross D. Petty
• 6.2 Advertising Ethics: A Multi-Level Theory Approach Minette E. Drumwright
• 6.3 Advertising across Cultures Susan P. Douglas, C. Samuel Craig
• 6.4 Advertising to Vulnerable Segments Carolyn Bonifield, Catherine Cole
• 6.5 Advertising, Consumption and Welfare Thomas C. O'Guinn
• 6.6 Advertisings' Performance in a Market System William L. Wilkie, Elizabeth S. Moore