Produktdetaljer
Om bidragsyterne
Shelly Rodgers is Professor of Strategic Communication and William T. Kemper Fellow, Missouri School of Journalism. Supported by more than $25 million in federal and state grants, her research includes psychological processing of digital health advertising. She is a Past President of the American Academy of Advertising (2010).
Esther Thorson is Professor of Journalism and Associate Dean for Graduate Studies, Michigan State University. She publishes extensively on advertising message effects and is one of the most cited scholars in advertising. She is a Fellow of the American Academy of Advertising and International Communication Association.
<p><strong>"This book is unique! Prominent advertising scholars offer in-depth theoretical reflections on their field of study. Given the authority of all individual authors, the chapters provide readers with the tools to answer the most important questions about advertising. It is an essential read for both the novice and the experienced advertising researcher." </strong><em>--Hilde Voorveld, University of Amsterdam</em></p><p><strong>"Rodgers and Thorson have compiled an essential and thorough set of chapters by highly-regarded experts in advertising. This volume is a must-read for advertising scholars, students, and practitioners alike. <i>Advertising Theory</i> covers topics ranging from audiences to online videos and serves as a grand overview of the current state of the field, while also including some historical perspective and a look toward the future. The breadth and depth of <i>Advertising Theory </i>makes it a uniquely valuable text."</strong><em> -- Patrick Vargas, University of Illinois at Urbana-Champaign</em></p><p><strong>"This book brings together an impressive series of advertising scholars, and the coverage of all of the relevant topics in the field is comprehensive and up-to-date. I am particularly impressed with the inclusion of rapidly growing topics of interest like mobile, social media, in-game advertising, and digital video advertising. I love seeing the cutting-edge coverage of such important topics for me as gender roles, ethics, and international/cross-cultural. This is a very useful book for not only students interested in studying advertising, but also scholars and ad practitioners. I plan to add this to my reference library."</strong> <em>-- John B. Ford, Old Dominion University</em></p>
Produktdetaljer
Om bidragsyterne
Shelly Rodgers is Professor of Strategic Communication and William T. Kemper Fellow, Missouri School of Journalism. Supported by more than $25 million in federal and state grants, her research includes psychological processing of digital health advertising. She is a Past President of the American Academy of Advertising (2010).
Esther Thorson is Professor of Journalism and Associate Dean for Graduate Studies, Michigan State University. She publishes extensively on advertising message effects and is one of the most cited scholars in advertising. She is a Fellow of the American Academy of Advertising and International Communication Association.