Broschiertes Buch

Advertising Theory

Beschreibung

Advertising Theory is a comprehensive text that draws on current research and practices in advertising theory by introducing key concepts, models, theories, conflicts, and issues for individuals interested in this area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast,

Autor

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.

Produktdetails

• Routledge Communication Series
• Verlag: Taylor & Francis Inc
• 2 ed
• Seitenzahl: 572
• Erscheinungstermin: 1. Mai 2019
• Englisch
• Abmessung: 229mm x 152mm x 31mm
• Gewicht: 804g
• ISBN-13: 9780815382508
• ISBN-10: 0815382502
• Artikelnr.: 54894945