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Advertising, Promotion, and New Media
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
Advertising Theory
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. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuas...
Concepts and Controversies in Obsessive-Compulsive Disorder
Few syndromes in psychopathology generate as much popular curiosity and clinical exploration as does obsessive-compulsive disorder (OCD). Since the 1970s, research on OCD has increased exponentially. Speci?c advances include an improved grasp of the heterogeneity of the disorder, identi?cation of putative subtyping schemes, and the development of increasingly sophisticated theoretical models of the etiology and maintenance. Perhaps most importantly, research has led to advances in treatment; andwhereasthe?rstlinetherapies(cognitive-behaviortherapyandserotonergicm- ication) are not entirely effective for every sufferer, they have transformed OCD from an unmanageable lifetime af?iction into a ...
Transformative Consumer Research for Personal and Collective Well-being
Daily existence is more interconnected to consumer behaviours than ever before, encompassing many issues of well-being. This edited volume includes 33 chapters on a wide range of topics by expert international authors, including unhealthy eating, credit card mismanagement, alcohol, tobacco, and much more.
The why of Consumption
In this study, the authors draw from branches of psychology, decision theory, sociology and cultural anthropology to present a diverse selection of critical perspectives on consumer motivation.
Consumer Behaviour
A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
All of the People, All of the Time
This book is about the uses and abuses of political communication in contemporary American society, employing numerous anecdotes and examples and drawings upon the latest research and theories of communication and political science in America.
World Cinemas, Transnational Perspectives
SCMS Award Winner "Best Edited Collection" The standard analytical category of "national cinema" has increasingly been called into question by the category of the "transnational." This anthology examines the premises and consequences of the coexistence of these two categories and the parameters of historiographical approaches that cross the borders of nation-states. The three sections of World Cinemas, Transnational Perspectives cover the geopolitical imaginary, transnational cinematic institutions, and the uneven flow of words and images.
How to Use Advertising to Build Strong Brands
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
