Buku Teks :: Kembali

Buku Teks :: Kembali

Advertising theory

Shelly Rodgers and Esther Thorson (Routledge, 2012)

 Abstrak


ABSTRACT
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. Chapters in this text provide concrete examples, case studies, and readings written by leading advertising scholars and educators. 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.As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.

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 Metadata

Jenis Koleksi : Buku Teks
No. Panggil : 659.101 ADV
Entri tambahan-Nama orang :
Subjek :
Penerbitan : New York: Routledge, 2012
Sumber Pengatalogan: LibUI eng rda
ISBN: 9780415886628
Tipe Konten: text
Tipe Media: unmediated
Tipe Carrier: volume
Edisi: first edition
Catatan Seri:
Catatan Umum:
Catatan Versi Asli: Routledge communication series
Deskripsi Fisik: xxix, 614 pages : illustration ; 24 cm
Lembaga Pemilik: Universitas Indonesia
Lokasi: Perpustakaan UI, Lantai 2
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No. Panggil No. Barkod Ketersediaan
659.101 ADV 01-17-00976 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20447913
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