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Advertising theory

Contributor(s): Series: Routledge communication seriesPublication details: 2012 Routledge New YorkDescription: xxix, 614 pISBN:
  • 9780415886628
Subject(s): DDC classification:
  • 659.101 A2
Summary: 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 provide concrete examples, case studies, and readings written by leading advertising scholars and educators.
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Item type Current library Item location Collection Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 40-A / Slot 2300 (2nd Floor, East Wing) Non-fiction General Stacks 659.101 A2 (Browse shelf(Opens below)) Available 178183

Includes bibliographical references and index.

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 provide concrete examples, case studies, and readings written by leading advertising scholars and educators.

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