The SAGE Handbook of Advertising

ISBN: 9781412918862 出版年：2007 页码：512 SAGE Publications Ltd

PART ONE: OVERVIEW Handbook of Advertising - Gerard J. Tellis and Tim Ambler Brief History of Advertising - Colin McDonald & Jane Scott Integrated Marketing Communications - Prasad A. Naik Provenance, Practice and Principles Advertising and brand equity - Kevin Lane Keller PART TWO: HOW ADVERTISING WORKS Understanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester The Importance of Attitudes and Attitude Strength Reinforcement and Low Attention Processing - Robert Heath Role of Consumer Memory in Advertising - Nicole Votolato Montgomery & H. Rao Unnava Emotions in Advertising - David W. Stewart, Jon Morris & Aditi Grover Metaphor in Advertising - Gerald Zaltman & Dara MacCaba PART THREE: ADVERTISING PRACTICE Client-Agency Relationships - David Wethey The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith Smit Account Planning - Paul Feldwick Its History, and Its Significance for Ad Agencies Learning from Case Studies of Effectiveness - Peter Field PART FOUR: ANALYSIS Pretesting - Rik Pieters & Michel Wedel "Before the Rubber Hits the Road" Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens Advertising Effectiveness in Contemporary Markets - Gerard Tellis PART FIVE: PLANNING Advertising Creativity - Jacob Goldenberg & David Mazursky Balancing Surprise and Regularity Media planning - Peter J. Danaher A Fresh View of the Advertising Budget Process - Paul W. Farris & Douglas C. West Essentials of Planning Media Schedules - Demetrios Vakratsas & Prasad A. Naik Peer-to-Peer Media Opportunities - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin PART SIX: THE ADVERTISING ENVIRONMENT Advertising Regulation - Jef I. Richards & Ross D. Petty Advertising Ethics - Minette E. Drumwright A Multi-level Theory Approach Advertising Across Cultures - Susan P. Douglas & C. Samuel Craig Advertising to Vulnerable Segments - Carolyn Bonifield & Catherine Cole Advertising, Consumption, & Welfare - Thomas C. O'Guinn Advertisings' Performance in a Market System - William L. Wilkie & Elizabeth S. Moore