The SAGE Handbook of Advertising

Editor/Author Tellis, Gerard J. and Ambler, Tim
Publication Year: 2008
Publisher: Sage UK

Single-User Purchase Price: $176.00
Unlimited-User Purchase Price: $264.00
ISBN: 978-1-4129-1886-2
Category: Business, Finance & Economics - Marketing
Image Count: 51
Book Status: Available
Table of Contents

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.

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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