The SAGE Handbook of Advertising

Cover
Contents
List of Contributors
SECTION I: Overview
1.1 - Handbook of Advertising
1.2: A Brief History of Advertising
1.3 - Integrated Marketing Communications: Provenance, Practice and Principles
1.4 - Advertising and Brand Equity
SECTION II: How Advertising Works
2.1 - Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength
2.2 - Reinforcement and Low Attention Processing
2.3 - The Role of Consumer Memory in Advertising
2.4 - Emotions in Advertising
2.5 - Metaphor in Advertising
SECTION III: Advertising Practice
3.2 - The Creative Brief and its Strategic Role in the Campaign Development Process
3.3 - Account Planning: Its History and its Significance for Ad Agencies
3.4 - Learning from Case Studies of Effectiveness
SECTION IV: Analysis
4.1 - Pretesting: “Before the Rubber Hits the Road”
4.2 - Advertising Tracking
4.3 - Advertising Response Models
4.4 - Advertising Effectiveness in Contemporary Markets
SECTION V: Planning
5.1 - Advertising Creativity: Balancing Surprise and Regularity
5.2 - Media Planning
5.3 - A Fresh View of the Advertising Budget Process
5.4 - Essentials of Planning Media Schedules
5.5 - Peer-to-Peer Media Opportunities
5.6 - Communication and New Product Adoption
SECTION VI: The Advertising Environment
6.1 - Advertising Regulation
6.2 - Advertising Ethics: A Multi-level Theory Approach
6.3 - Advertising Across Cultures
6.4 - Advertising to Vulnerable Segments
6.5 - Advertising, Consumption and Welfare
6.6 - Advertisings’ Performance in a Market System
Index