Advertising Theory Routledge Communication Series 2nd Edition by Shelly Rodgers, Esther Thorson – Ebook PDF Instant Download/Delivery: 9780815382492, 0815382499
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Product details:
ISBN 10: 0815382499
ISBN 13: 9780815382492
Author: Shelly Rodgers, Esther Thorson
Table of contents:
Part I: Perspectives on Advertising and Advertising Theories
Chapter 1: Advertising Theory in the Digital Age
Chapter 2: Coloring Outside the Lines – Suggestions for the Future of Advertising Theory
Chapter 3: Agency Practitioners’ Theories about Advertising – New Directions
Part II: Psychological Processes in Response to Advertisements
Chapter 4: Psychological Transportation in Narrative Advertising
Chapter 5: The Role of Technology in Online Persuasion – A MAIN Model Perspective
Chapter 6: Theories of Emotion – Appeal, Engagement, and Empowerment in Marketing Communications
Chapter 7: Managing Advertising in Non-Traditional Environments – A Message Processing Framework
Chapter 8: The Reflexive Persuasion Game – The Persuasion Knowledge Model (1994–2017)
Chapter 9: Involvement
Part III: Audiences and Roles in Advertising
Chapter 10: A Theory of Advertising to Children
Chapter 11: Theory Advancement in International Advertising – Drawing on Theories from Strategic Management and International Business
Chapter 12: Gender Roles in Advertising
Part IV: Creativity and Advertising
Chapter 13: Creativity and Ad Theory
Chapter 14: A Rhetorical Theory of the Advertisement
Chapter 15: Creativity and Risk Theories of Advertising
Part V: Different Types of Advertising Messages
Chapter 16: A Review of Native Advertising
Chapter 17: Narrative Advertisements and Narrative Processing
Chapter 18: Political Advertising
Chapter 19: Direct-to-Consumer Advertising of Prescription Drugs – Consumers, Physicians, Messages, and Complexity
Part VI: Media and Media Devices
Chapter 20: Mobile Advertising – Current and Future Research Directions
Chapter 21: In-Game Advertising and Advergames – A 15-Year Review
Chapter 22: Social Media and Advertising Theory
Chapter 23: Digital Video Advertising
Part VII: Organizations
Chapter 24: Toward a Social Ecology of Advertising
Chapter 25: “If It Fits . . .” – The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives
Chapter 26: Brand Concepts and Advertising
Part VIII: Contexts of Advertising
Chapter 27: How Advertising Works Within a Cultural Context – Theories and Frameworks Informing the Process
Chapter 28: Interactive Advertising – Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002–2017
Chapter 29: Theories about Health and Advertising
Chapter 30: Ethics and Advertising Theory
Chapter 31: Theory and Law
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Tags: Shelly Rodgers, Esther Thorson, Advertising, Communication