Advertising

Inbunden, Engelska, 2009

10 789 kr

Tillfälligt slut

The study of advertising is a heated and expansive forum, with research diverging along methodological, semantic and often political lines. This eclectic, extensive and inclusive collection draws together the diverse literature with a view to organising and making sense of the state of play of advertising research, with papers drawn not only from the major international advertising journals, but also widely across the social sciences. Accommodating statistical, behavioural and interpretive perspectives, this three-volume set is organized into three broad categories. Volume One looks at advertising management, including creativity, agencyient relations, campaign planning and effectiveness, media planning and brand communications. Volume Two looks at the cultural influence of advertising, including its ideological character, theoretical influences, and cross-cultural aspects. Volume Three looks at advertising science: the experimental and survey data-gathering methods involved in measuring advertising effectiveness.

Produktinformation

Utgivningsdatum2009-10-22
Mått156 x 234 x undefined mm
Vikt2 380 g
FormatInbunden
SpråkEngelska
SerieSAGE Library in Marketing
Antal sidor1 312
Upplaga1
FörlagSAGE Publications
ISBN9781412934299

Tillhör följande kategorier

Reklam inom Ekonomi och Ledarskap

Chris Hackley has been Professor of Marketing at Royal Holloway, University of London, since 2004, when he was appointed as the university’s first Chair in Marketing. His PhD from the Department of Marketing at Strathclyde University, Scotland, focused on the creative development process in top advertising agencies. He teaches, researches, writes and consults on topics in advertising, marketing, and consumer cultural policy.

Volume 1: Advertising ManagementHow Divergent Beliefs Cause Account Team Conflict - C. HackleySilent Running: Tacit, discursive and psychological aspects of management in a top UK advertising agency - C. HackleyEncoding Advertisements: The Creative Perspective - A. Kelly, K. Lawlor and S. O′donohoeInternational Advertising Strategies of Multinational Corporations - R.E. Hite and C. FraserCopywriters′ Implicit theories of Communication: An exploration - A. KoverProducing Marketing: Towards a social-phenomenology of marketing work - S. SvenssonWhy Copywriters Don′t Like Advertising Research - and What Kind of Research Might They Accept? - A.J. KoverThe Games Copywriters Play - Conflict, Quasi-control - A New Proposal - A.J. Kover and S.M. GoldbergThe Role of Myth in Creative Advertising Design: Theory, process, and outcome - G.V. Johar, M.B. Holbrook and B.B. SternAdvertising Client-Agency Relationships: The decision-making structure of clients - D.C. West and S.J. PaliwodaAdvertising Research and its Influence Upon Managerial Practice: A review of perspectives and approaches - J.P. Cornelissen and A.R. LockAdvertising Agency Creative Reputation and Account Loyalty - P.C.N. Michell, H. Cataquet and G.D. MandryStandardization vs Specialization: An examination of westernization in Japanese advertising - B. MuellerStandardized International Advertising: A review and criticale of the theoretical and empirical evidence - S. Onkvisit and J.J. ShawIMC in US Ad Agencies - An Exploratory Study - D.E. Schultz and P.J. KitchenEndorsers in Advertising: The case of negative celebrity information - B.D. Till and T.A. ShimpA Better Advertising Planning Grid - J.R. Rossiter, L. Percy and R.J. DonovanThe Trouble with Creatives: Negotiating creative identity in advertising agencies - C. Hackley and A.J. KoverAccount Planning: Its history and significance for ad agencies - P. FeldwickPermission-Based Mobile Advertising - P. Barwise and C. StrongVolume 2: Advertising Culture Advertising as Cultural System - J.F. SherryThe Social Uses of Advertising - An Ethnographic Study of Adolescent Advertising Audiences - M. Ritson and R. ElliottRed Time is Me Time - L. Stevens, P. Maclaran and S. BrownI Can′t Believe it′s Not Bakhtin!: Literary theory, postmodern advertising, and the gender agenda - S. Brown, L. Stevens and P. MaclaranAsian-Americans: Television advertising and the "Model Minority" stereotype - C.R. Taylor and B.B. SternPoststructuralism and the Dialectics of Advertising: Discourse, ideology, resistance - R. Elliott and M. RitsonUnderstanding Jingles and Needledrop - A Rhetorical Approach to Music in Advertising - L. ScottImages of Ourselves - the Good Life in Twentieth Century Advertising - R.W. Belk and R. PollayPublic Policy Issues in Direct -to Consumer Advertising of Prescription Drugs - J.E. CalfeeAdvertising Uses and Gratifications - S. O′donohoeMaterialism and Status Appeals in Japanese Advertising - R.W. Belk and R. PollayRaiding the Postmodern Pantry - Advertising Intertextuality and the Young Adult Audience - S. O′donohoeThe Distorted Mirror: Reflections on the unintended consequences of advertising - R.W. PollayFeminist Literary Criticism and the Deconstruction of Ads: A postmodern view of advertising - B.B. SternThe Panoptic Role of Advertising Agencies in the Production of Consumer Culture - C. HackleyA Meaning-Based Model of Advertising Experiences - D.G. Mick and BuhlThe Last Straw? Cigarette Advertising and Realized Market Shares among Youths and Adults - R.W. Pollay, S. Siddarth, M. Siegel and A. HaddixMirror, Mirror, On the Wall, What′s Unfair in the Reflections on Advertising - M.B. HolbrookVolume 3: Advertising Science Consumer Research and Semiotics: Exploring the morphology of signs, symbols and significance - D.G. Mick.A Model for Predictive Measurements of Advertising Effectiveness - R.J. Lavidge and G.A. SteinerAdvertising - Meaning or Information? - G. MccrackenInformation Processing From Advertisements: Toward an integrative framework - D.J. Macinnis and B.J. JaworskiEffects of Brand Name Suggestiveness on Advertising Recall - K.L. Keller, S.E. Heckler and M.J. HoustonHow Advertising Works: What do we really know? - D. Vakratsas and T. AmblerHow Advertising Works: A planning model revisited - R. VaughnThe Long-Term Impact of Promotion and Advertising on Consumer Brand Choice - C.F. Mela, S. Gupta and D.R. LehmannHow T.V. Advertising Works: A meta-analysis of 389 real world split cable T.V. advertising experiments - L.M. Lodish, M. Abraham, S. Kalmenson, J.Livelsberger, B. Lubetkin, B. Richardson and M.E. StevensAdvertising and the Diffusion of New Products - D. Horsky and L.S. SimonRepetitive Advertising and the Consumer - A. Ehrenberg50 Years Using the Wrong Model of Advertising - R. Heath and P. FeldwickHow Word-of-Mouth Advertising Works - E. DichterFrom Consumer Response to Active Consumer: Measuring the effectiveness of interactive media - D.W. Stewart and P.A. PavlouImpact On 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The mediating role of presence - H. Li, T. Daugherty and F. BioccaAdpuls: An advertising model with wearout and pulsation - H. SimonA Revised Communication Model for Advertising: Multiple dimensions of the source, the message, and the recipient - B.B. SternMedia Context and Advertising Effectiveness: The role of context appreciation and context-ad similarity - P. De Pelsmacker, M. Geuens and P. AnckaertA Review and Critique of the Hierarchy of Effects in Advertising - T.E. Barry and D.J. HowardResearch and the Meaning of Advertising Effectiveness: Mutual misunderstandings - W.A. Cook and A.J. KoverBrand Advertising and Creative Publicity - A. Ehrenberg, N. Barnard, R. Kennedy and H. BloomAgency Beliefs in the Power of Advertising - M.T. Ewing and J.P. Jones