Read e-book online Advertising Theory PDF

By Shelly Rodgers, Esther Thorson

ISBN-10: 0415886619

ISBN-13: 9780415886611

Ads idea presents particular and present explorations of key theories within the advertisements self-discipline. the quantity offers a operating wisdom of the first theoretical methods of advertisements, supplying a accomplished synthesis of the immense literature within the quarter. Editors Shelly Rodgers and Esther Thorson have built this quantity as a discussion board during which to check, distinction, and review ads theories in a finished and dependent presentation. Chapters supply concrete examples, case experiences, and readings written by way of best advertisements students and educators. using McGuire’s persuasion matrix because the structural version for every bankruptcy, the textual content bargains a much broader lens wherein to view the phenomenon of ads because it operates inside quite a few environments. inside of each one sector of ads conception – and throughout advertisements contexts – either conventional and non-traditional methods are addressed, together with digital word-of-mouth advertisements, user-generated advertisements, and social media advertisements contexts. As a benchmark for the present country of advertisements thought, this article is going to facilitate a deeper realizing for ads scholars, and may be required interpreting for ads idea coursework.

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Extra resources for Advertising Theory

Sample text

Nan and Faber (2004) suggested four such variables for advertising to consider in theory building. These were consumer skepticism, repetition, message coordination, and clutter. Any persuasive message, by its very intent to persuade, may arouse psychological reactance (Brehm & Brehm, 1981), a motivation to reject the persuasion attempt through source and/or message derogation. Skepticism toward a persuasive message may be seen as a type of psychological reactance, leading to questioning the motives of and claims made by the persuaders (see Boush, Friestad, & Rose, 1994).

Faber et al. 4 Recognize this brand? Brand recognition can occur with only minimal exposure. advertising elements influence various types of memory and how each form of memory affects brand behavior. Research on issues like these would help to build a more complete theory of advertising. Not all brief or incidental exposure to advertising is good for a brand. When people are given the task of finding specific information from articles on a news website, they actively avoid ads on that page and are unable to recall or recognize these ads (Duff, 2009; Duff & Faber, 2011).

Lamb, C. , Hair, J. , & McDaniel, C. (2000). ). Cincinnati, OH: South-­Western College Publishing. Leckenby, J. , & Li, H. (2000). From the editors: Why we need the Journal of Interactive Advertising. Journal of Interactive Advertising, 1 (1), 1–3. McGuire, W. J. (1969). An information-­processing model of advertising effectiveness. In H. L. Davis & A. J. ), Behavioral and management science in marketing (pp. 156–180). New York: Ronald Press. Muehling, D. , Laczniak, R. , & Andrews, J. C. (1993).

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Advertising Theory by Shelly Rodgers, Esther Thorson

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