Advertising Theory, 2/E.
Shelly Rodgers

Informasi Umum

Kode

20.21.1201

Klasifikasi

659.1 - Advertising

Jenis

Buku - Elektronik (E-Book)

Subjek

Advertising

No. Rak

Tel-U Gedung Manterawu Lantai 5 : Rak 22
Tel-U Gedung Manterawu Lantai 5 : Rak 23
Tel-U Purwokerto : Rak 8

Dilihat

305 kali

Informasi Lainnya

Abstraksi

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 persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory?and across advertising contexts?both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.

This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

• DAI3F2 - ADVERTISING DAN MEDIA DASAR
• DAI3R2 - ADVERTISING DAN MEDIA LANJUT
• DAI3B4 - STUDIO ADVERTISING 3 (SOFTSELL + HARD SELL)
• DAI3L4 - STUDIO ADVERTISING 4 (DIGITAL MEDIA)
• DAI4C4 - STUDIO ADVERTISING 5 (PRA TA)
• DAI3G2 - MANAJEMEN PERIKLANAN
• DAI3P3 - FOTOGRAFI PERIKLANAN
• KII2N3 - MANAJEMEN PERIKLANAN DAN PEMBELIAN MEDIA
• VPI2H3 - PERIKLANAN DAN PROMOSI PENJUALAN
• FAK2DIB2 - Manajemen Periklanan
• FEK1NAB2 - Fotografi
• FAK2BIB3 - Advertising and Media
• FAK2BIB3 - Advertising and Media
• EDK17AB3 - Fotografi
• FFK1FAB3 - Fotografi

Koleksi & Sirkulasi

Tersedia 1 dari total 1 Koleksi

Pengarang

Nama	Shelly Rodgers
Jenis	Perorangan
Penyunting
Penerjemah

Penerbit

Nama	Routledge
Kota	New York
Tahun	2020

Sirkulasi

Harga sewa	IDR 0,00
Denda harian	IDR 0,00
Jenis	Non-Sirkulasi

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