Kooperativer Bibliotheksverbund

UID:

Format: XXIX, 614 S. : , Ill., graph. Darst.

Edition: 1. publ.

ISBN: 0-415-88661-9 , 0-415-88662-7 , 978-0-415-88661-1 , 978-0-415-88662-8

Series Statement: Routledge communication series

Additional Edition: Erscheint auch als Online-Ausgabe ISBN 0-203-14954-8

Additional Edition: Erscheint auch als Online-Ausgabe ISBN 978-0-203-14954-6

Language: English

Subjects: Economics , General works

Keywords: Werbung ; Theorie ; Aufsatzsammlung ; Aufsatzsammlung ; Aufsatzsammlung ; Aufsatzsammlung

URL: Inhaltsverzeichnis

URL: Inhaltsverzeichnis

URL: Inhaltsverzeichnis

URL: http://www.routledge.com/books/details/9780415886628/

URL: Inhaltsverzeichnis

UID:

Format: 1 Online-Ressource (496 Seiten) , Illustrationen

Edition: Third edition

ISBN: 9781315623252

Additional Edition: Erscheint auch als Druck-Ausgabe, Hardcover ISBN 978-1-138-65442-6

Additional Edition: Erscheint auch als Druck-Ausgabe, Paperback ISBN 978-1-138-65445-7

Language: English

Subjects: Economics , General works

Keywords: Online-Werbung ; Social Media ; Werbewirkung ; Verbraucherverhalten ; Aufsatzsammlung

URL: lizenzpflichtig

Author information: Thorson, Esther

UID:

Format: 1 online resource (xx, 548 pages) : , illustrations

Edition: Second edition.

ISBN: 9781351208314 , 1351208314 , 9781351208307 , 1351208306 , 9781351208291 , 1351208292 , 9781351208284 , 1351208284 , 0815382499 , 9780815382492

Series Statement: Routledge communication series

Content: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, andconcepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory--and across advertising contexts--both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

Note: Part I: Perspectives on advertising and advertising theories. Advertising theory in the digital age -- Coloring outside the lines: suggestions for the future of advertising theory -- Agency practitioners' theories about advertising: new directions -- Part II: Psychological processes in response to advertisements. psychological transportation in narrative advertising -- the role of technology in online persuasion: a MAIN model perspective -- Theories of emotion: appeal, engagement, and empowerment in marketing communications -- Managing advertising in non-traditional environments: a message processing framework -- The reflexive persuasion game: the Persuasion Knowledge Model (1994-2017) -- Involvement -- Part III: Audiences and roles in advertising. A theory of advertising to children -- Theory advancement in international advertising: drawing on theories from strategic management and international business -- Gender roles in advertising -- Part IV: Creativity and advertising. Creativity and ad theory -- A rhetorical theory of the advertisement -- Creativity and risk theories of advertising -- Part V: Different types of advertising messages. A review of native advertising -- Narrative advertisements and narrative processing -- Political advertising -- Direct-to-consumer advertising of prescription drugs: consumers, physicians, messages, and complexity -- Part VI: Media and media devices. Mobile advertising: current and future research directions -- In-game advertising and advergames: a 15-year review -- Social media and advertising theory -- Digital video advertising -- Part VII: Organizations. Toward a social ecology of advertising -- "If it fits . . ." The definability and consequences of perceived fit in corporate social responsibility initiatives -- Brand concepts and advertising -- Part VIII: Contexts of advertising. How advertising works within a cultural context: theories and frameworks informing the process -- Interactive advertising: untangling the web of definitions, domains, and approaches to interactive advertising scholarship from 2002-2017 -- Theories about health and advertising -- Ethics and advertising theory -- Theory and law.

Additional Edition: Print version: Advertising theory Abingdon, Oxon ; New York, NY : Routledge, 2019 ISBN 9780815382492

Language: English

Subjects: General works

Keywords: Electronic books. ; Electronic books.

DOI: 10.4324/9781351208314

URL: https://www.taylorfrancis.com/books/9781351208314

URL: lizenzpflichtig

URL: lizenzpflichtig

UID:

Format: 1 Online-Ressource (xxix, 614 p.)

Edition: 1. ed.

ISBN: 9780203149546 , 9780415886611 , 9780415886628 , 9781136514876

Note: Includes bibliographical references and index

Language: English

Subjects: Economics , General works

Keywords: Werbung ; Theorie ; Aufsatzsammlung

UID:

Format: xxviii, 465 Seiten , Illustrationen

Edition: Third edition

ISBN: 9781138654457 , 9781138654426

Additional Edition: Erscheint auch als Online-Ausgabe ISBN 978-1-315-62325-2

Language: English

Subjects: Economics , General works

Keywords: Online-Werbung ; Social Media ; Werbewirkung ; Verbraucherverhalten ; Online-Werbung ; Internet ; Aufsatzsammlung

URL: Inhaltsverzeichnis

Author information: Thorson, Esther

UID:

Format: xx, 548 Seiten : , Diagramme.

Edition: Second edition

ISBN: 978-0-8153-8250-8

Series Statement: Routledge communication series

Additional Edition: Erscheint auch als Druck-Ausgabe, hbk ISBN 978-0-8153-8249-2

Additional Edition: Erscheint auch als Online-Ausgabe ISBN 978-1-351-20831-4

Language: English

Subjects: Economics , General works

Keywords: Werbung ; Theorie

Author information: Thorson, Esther.

UID:

Format: 1 online resource (571 pages)

Edition: 2nd ed.

ISBN: 9780415886611 , 9780203149546

Series Statement: Routledge Communication Series

Content: Advertising Theory is a comprehensive text that draws on current research and practices in advertising theory by introducing key concepts, models, theories, conflicts, and issues for individuals interested in this area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast,

Note: Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Foreword -- Preface -- List of Contributors -- Acknowledgments -- PART I: Perspectives on Advertising and Advertising Theories -- Chapter 1: Advertising Theory in the Digital Age -- Is Advertising a Scientific Field? -- References -- Chapter 2: Coloring Outside the Lines: Suggestions for the Future of Advertising Theory -- Introduction -- Is Advertising Different from Communication? -- Advertising as Persuasion -- Implicit Versus Explicit Memory -- Conclusion -- References -- Additional Reading -- Chapter 3: Agency Practitioners' Theories about Advertising: New Directions -- Introduction -- Theory and Practice -- Theory and Practice in Advertising -- Content: Practitioner Theories of Advertising -- Presuppositions: Practitioner Meta-Theories of Advertising -- New Directions in Practitioner Theory Research: Mental Models, Integration, and Practices -- The Bigger (Social) Picture: Pseudo-Professionalization Tactics -- Conclusions -- References -- PART II: Psychological Processes in Response to Advertisements -- Chapter 4: Psychological Transportation in Narrative Advertising -- Narrative and Argument Advertising -- Processing: Narrative versus Argument -- Relevant Research Prior to the Transportation- Imagery Model -- Transportation-Imagery Model -- Refining the Transportation-Imagery Model Through Advertising Research -- Overview of Figure 4.2 -- Factors Influencing Cognitive Attention -- Factors Influencing Mental Imagery -- Factors Influencing Emotional Involvement -- Individual Factors Influencing Transportation in General -- Message Factors Influencing Transportation in General -- Conclusion -- References -- Chapter 5: The Role of Technology in Online Persuasion: A MAIN Model Perspective -- Dual-Process Model -- MAIN Model -- Modality , Agency -- Interactivity -- Navigability -- Conclusion -- Practical Implications -- References -- Additional Readings -- Chapter 6: Theories of Emotion: Appeal, Engagement, and Empowerment in Marketing Communications -- Introduction -- The Role of Emotion in Persuasion -- Measuring Emotions -- Nonverbal Measures of Emotional Response -- Emotional Response Modeling in Marketing Communications -- The Neurology of Emotion -- Case Studies -- Conclusion -- References -- Chapter 7: Managing Advertising in Non-Traditional Environments: A Message Processing Framework -- Advertising in Non-Traditional Environments -- Fixed Advertisement -- Mobile Advertisement -- Theoretical Foundation -- Capacity Theory of Attention and Message Response Involvement Theory -- Media Channel Issues: Fixed versus Mobile Advertising -- Receiver Issues: Captive versus Mobile Audiences -- Cognitive Resource Allocation Framework -- Quadrant 1: Uncommon Bond -- Quadrant 2: Traveling Salesperson -- Quadrant 3: Moving Target -- Quadrant 4: Chance Encounter -- Using CRA to Maximize Advertising Effectiveness -- Resource-Matching Hypothesis -- Achieving Cognitive Congruency Through Message Design -- Conclusion -- References -- Additional Readings -- Chapter 8: The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017) -- The Persuasion Knowledge Model: An Overview -- Application of the PKM -- The PKM: Antecedents, Processing, and Outcomes -- Measuring Persuasion Knowledge -- Commentary, Critique, and Conclusion -- References -- Additional Readings -- Chapter 9: Involvement -- What Is Involvement? -- Involvement and Learning Theory -- Rational and Emotional Involvement and Learning -- Involvement and Message Strategy -- Involvement: Situational or Enduring? -- Enduring Involvement with the Brand: The Case of Brand Communities -- Relationships Amongst Types of Involvement , Chapter 20: Mobile Advertising: Current and Future Research Directions -- Introduction -- Earlier Research -- Current Research -- Theories and Models in Prior Research -- Research Gaps -- Conclusion -- References -- Chapter 21: In-Game Advertising and Advergames: A 15-Year Review -- A Review of Prior Research on In-Game Brand Placements -- Conclusion -- References -- Chapter 22: Social Media and Advertising Theory -- Message Propagation on Social Media -- Audiences and Social Media -- Social Media and Advertising Effects -- Identifying Research Opportunities -- Conclusion -- References -- Additional Readings -- Chapter 23: Digital Video Advertising -- Introduction -- Comparison of Digital Video Advertising and Traditional Television Advertising -- Overview of Research on Digital Video Advertising and Its Effects -- Effects of Digital Video Advertising Message Factors -- Effects of Digital Video Advertising Media Planning Factors -- Effects of Network Structure and Social Influence Factors -- Conclusion and Future Research Directions -- References -- Additional Readings -- PART VII: Organizations -- Chapter 24: Toward a Social Ecology of Advertising -- A Fragmented Institution? -- Examining Advertising as a Profession -- A Human Ecology View of Advertising -- Fragmentation: The Main Problem of This Profession -- Studying Institutions Requires Multidimensional Research Designs -- A Concluding Comment -- References -- Chapter 25: "If It Fits . . ." The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives -- Introduction -- Growth and Popularity of Corporate Social Responsibility Initiatives -- Importance of Fit in CSRI -- Semantics and Explanation of "Fit" -- Why Do Consumers Perceive a Fit? -- Categories of Fit -- Heightening Perceptions of Fit -- Limitations of Fit -- Consequences of Perceived Fit for CSRIs , Conclusion , Involvement with the Medium -- Is Involvement Always Positive? -- Role of Involvement in Other Theories -- Extreme Involvement: Social Implications -- Conclusion -- References -- Additional Reading -- PART III: Audiences and Roles in Advertising -- Chapter 10: A Theory of Advertising to Children -- What Is Theory? -- The Development of a Theory of Advertising to Children -- Empirical Generalizations: Advertising to Children -- Children as Ad Receivers -- Understanding Advertising's Persuasive Intent -- Development of Persuasion Knowledge -- Information Processing Abilities -- Moderating Elements -- Peers as Moderators of the Influence of Advertising on Children -- Discussion -- References -- Chapter 11: Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business -- Introduction -- Global Consumer Culture Theory -- Advertising Applications of Global Consumer Culture Theory and Related Perspectives -- Perceived Brand Globalness -- Resource Advantage Theory -- Global Marketing Strategy Theory -- Dimensions of Culture -- Conclusion -- References -- Additional Readings -- Chapter 12: Gender Roles in Advertising -- Introduction -- Gender Role Stereotyping -- The Occurrence of Gender Stereotyping in Advertising: Empirical Research and Findings -- Advertising Effects of Gender Role Stereotyping -- Gender Stereotyping in Advertising and Society -- Conclusion and Outlook -- References -- Additional Reading -- PART IV: Creativity and Advertising -- Chapter 13: Creativity and Ad Theory -- Introduction -- The Person P: Individual-Oriented Theories of Creativity -- The Process P: Theories of Creative Idea Generation -- Place P: Environment, Place-Based Creativity Theories -- Conclusion -- References -- Additional Readings -- Chapter 14: A Rhetorical Theory of the Advertisement , What Is an Advertisement? -- Implications of the Distinctiveness of Advertisements -- Evaluating Arguments for a Comprehensive Exam for Graduation -- Listening to Audio Messages on Headphones -- Strong versus Weak Arguments -- Theoretical Propositions about Advertisements -- Conclusion -- References -- Additional Readings -- Chapter 15: Creativity and Risk Theories of Advertising -- Creativity -- The Theories -- Primary Process Cognition -- Defocused Attention -- Associated Hierarchies -- Risk Taking and Creativity -- Risk Taking -- Risk Management -- Advertising Risk and Culture -- Advertising Agencies -- Conclusion -- Note -- References -- Additional Readings -- PART V: Different Types of Advertising Messages -- Chapter 16: A Review of Native Advertising -- Importance of Native Advertising -- Definition of Native Advertising -- Types of Native Advertisements -- Native Advertising Research -- Opportunities for Future Research -- Native Advertising and Public Policy -- References -- Additional Readings -- Chapter 17: Narrative Advertisements and Narrative Processing -- Narrative Ads: Traditional and Innovative Formats -- Narrative versus Analytical Processing -- What Triggers Narrative Processing? -- Processing Narrative Ads -- Discussion -- Examples of Advertising Campaigns that Build on Narratives -- References -- Chapter 18: Political Advertising -- Political Spots in the U.S. Compared to Other Countries -- The Effects of Political Advertising -- Negative Political Advertising -- Variables Moderating the Effects of Negative Advertising -- Conclusions -- References -- Additional Reading -- Chapter 19: Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity -- Industry Background -- DTC Advertising Theory -- Conclusion -- Note -- References -- Additional Readings -- PART VI: Media and Media Devices

Additional Edition: Print version Rodgers, Shelly Advertising Theory Oxford : Taylor & Francis Group,c2012 ISBN 9780415886611

Language: English

Keywords: Electronic books

URL: FULL  ((OIS Credentials Required))

UID:

Format: xxix, 614 p.

Edition: 1st ed.

Edition: Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Series Statement: Routledge communication series

Language: English

Keywords: Electronic books.

URL: Click to View