′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′
– Hamish Pringle, Director General, IPA
′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′
– Philip Kotler, Kellogg School of Management
′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′
– Sir Martin Sorrell, CEO, WPP
′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′
– Lord (Maurice) Saatchi, Chairman, M&C Saatchi
′This magnificent volume captures all we need to know about how advertising works and its context′
– Baroness (Peta) Buscombe, Director General, Advertising Association,
London
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA.
Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.
The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Cuprins
PART ONE: OVERVIEW
Handbook of Advertising – Gerard J. Tellis and Tim Ambler
Brief History of Advertising – Colin Mc Donald & 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 Mac Caba
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
Despre autor
Tim Ambler is currently Grand Metropolitan Senior Research Fellow at London Business School where he teaches Global Marketing and Doing Business in Greater China. His research interests include brandequity, how advertising works, marketing in China and other international markets and relationship marketing. He holds an MA (mathematics) from Oxford, an SM (majoring in marketing) from the Sloan School, Massachusetts Institute of Technology and is a Fellow of the Institute of Chartered Accountants. Before becoming an academic, Tim Ambler spent some 30 years in business, initially as an accountant, switching to marketing in 1969. As Marketing Director for International Distillers and Vintners (IDV) for the UK during the 1970s, he was associated with the launch of Bailey′s Irish Cream, Le Piat d′Or and the rise to leadership positions of Smirnoff Vodka and Croft Original Cream Sherry. More recently he held overall international marketing responsibility for IDV and worked extensively in the USA, Canada, Africa and emerging markets. IDV′s development during the 1980s was a combination of new brand development, brand acquisitions which then needed to be integrated with the IDV network, new market entries and organic brand development. He now believes in pragmatic approaches to marketing on the one hand and the need for people based, relational, theories of international marketing on the other. His experience and research combine to underscore the importance of brands and the marketplace as the place to understand them
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