Tellis / Ambler The SAGE Handbook of Advertising

1. Auflage 2007
ISBN: 978-1-4739-7156-1
Verlag: SAGE Publications
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 512 Seiten, EPUB

'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.

Autoren/Hrsg.

Tellis, Gerard J.

Ambler, Tim

Inhaltsverzeichnis

PART ONE: OVERVIEW

Handbook of Advertising - Gerard J. Tellis and Tim Ambler

Brief History of Advertising - Colin McDonald & 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 MacCaba

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

Über Autor(innen)

Tellis, Gerard J.
Gerard J. Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers (http://www.gtellis.net ) that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science, Frank M. Bass, William F. O'Dell (twice), and Harold D. Maynard (twice) awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research. Previously he was a Trustee of the Marketing Science Institute, the Treasurer and VP External Affairs of ISMS, and a Sales Development Manager of Ethnor/ Johnson & Johnson. In his spare time he is a fruit gardener and a rock collector. 

Ambler, Tim
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