Advertising Theory

Advertising Theory provides a comprehensive synthesis of advertising theories, with new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology. It offers a wider lens through which to view the phenomenon of advertising, including traditional and non-traditional approaches, and practical case studies and examples.

Format: Hardback
Length: 548 pages
Publication date: 30 April 2019
Publisher: Taylor & Francis Inc

Advertising Theory is a comprehensive and up-to-date exploration of fundamental theories within the advertising discipline. This volume offers a thorough understanding of the primary theoretical approaches to advertising, providing a comprehensive synthesis of the extensive literature in the field. Editors Shelly Rodgers and Esther Thorson have crafted this volume as a platform for comparing, contrasting, and evaluating advertising theories in a structured and comprehensive manner. The latest edition, featuring new chapters on various forms of advertising, theories, and concepts, is particularly well-positioned to provide detailed overviews of advertising theory.

The text adopts McGuire's persuasion matrix as the structural framework for each chapter, providing a broader perspective to examine the phenomenon of advertising across different environments. Within each area of advertising theory, both traditional and non-traditional approaches are addressed, encompassing electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.

This new edition strikes a balance between theory and practice, equipping readers with a working knowledge of the primary theoretical approaches and facilitating their ability to synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples found within each chapter. Furthermore, it extends its scope beyond the classroom, exploring new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

By presenting a comprehensive and multifaceted exploration of advertising theory, Advertising Theory serves as a valuable resource for scholars, students, and professionals in the field, helping them stay informed about the latest developments and advancements in the advertising industry.

Weight: 934g
Dimension: 159 x 235 x 38 (mm)
ISBN-13: 9780815382492
Edition number: 2 New edition