The SAGE handbook of advertising/ edited by Gerald J. Tellis, Tim Ambler.

Includes bibliographical references and index.

Overview. Handbook of advertising / Gerard J. Tellis, Tim Ambler -- Brief history of advertising / Colin McDonald and Jane Scott -- Integrated marketing communications: provenance, practice and principles / Prasad A. Naik -- Advertising and brand equity / Kevin Lane Keller -- How advertising works. Understanding advertising effectiveness from a psychological perspective : the importance of attitudes and attitude strength / Derek D. Rucker, Richard E. Petty, Joseph R. Priester -- 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 -- Advertising practice. Client/agency relationships / David Wethey -- Creative brief and its strategic role in the campaign development process / Richard Storey, Edith Smit -- Account planning : its history and its significance for ad agencies / Paul Feldwick -- Learning from case studies of effectiveness / Peter Field -- Analysis. Pretesting : "before the rubber hits the road" / Rik Pieters, Michel Wedel -- Advertising tracking / Seema Pai, S. Siddarth, Suresh Divakar -- Advertising response models / Marnik G. Dekimpe, Dominique M. Hanssens -- Advertising effectiveness in contemporary markets / Gerard J. Tellis -- Planning. Advertising creativity : balancing surprise and regularity / Jacob Goldenberg, David Mazursky -- Media planning / Peter J. Danaher -- 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 / Caroline Graham Austin, George M. Zinkhan, Ji Hee Song -- Communication and new product adoption / Donald R. Lehmann, Dina Mayzlin -- Advertising environment. Advertising regulation / Jef I. Richards, Ross D. Petty -- Advertising ethics : a multi- level theory approach / Minette E. Drumwright -- Advertising across cultures / Susan P. Douglas, C. Samuel Craig -- Advertising to vulnerable segments / Carolyn Bonifield, Catherine Cole -- Advertising, consumption and welfare / Thomas C. O'Guinn -- Advertisings' performance in a market system / William L. Wilkie, Elizabeth S. Moore.