The SAGE Handbook of Advertising

Gerard J Tellis, Tim Ambler, Gerard J Tellis, Tim Ambler, Author

• Publisher: SAGE Publications Ltd
• Year: 2007
• Print ISBN: 9781412918862
• eBook ISBN: 9781473971561
• Edition: 1
• Topic: Business
• Subtopic: Advertising
• Index: Business

?In this era of ?snackable? content which satisfies only in the moment, it?s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners?

- Hamish Pringle, Director General, IPA

?Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us?

- Philip Kotler, Kellogg School of Management

?When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do?

- Sir Martin Sorrell, CEO, WPP

?This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment?

- Lord (Maurice) Saatchi, Chairman, M&C Saatchi

?This magnificent volume captures all we need to know about how advertising works and its context?

- Baroness (Peta) Buscombe, Director General, Advertising Association,

London

Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA.

Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.

The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

Index

Aaker, D.A., 56, 266–7, 290

Aaker, J.L., 421

account planning, 11, 157, 178, 181, 184–96

future prospects for, 194–5

original vision of, 185–8

as a philosophy of advertising and of research, 191–3

present state of, 190–1

in relation to role and structure of agencies, 193–4

worldwide spread of, 188–90

Account Planning Group (APG), UK, 181, 188, 191

Account Planning Group (APG), US, 189

accuracy of advertising claims, 390

Ackerman, B.F., 436

Ackoff, R.L., 266

Adbusters magazine, 352

adjectives, use of, 179

AdSAM^® measure of emotional response, 128–9

Adstock models, 251

AdTel, 266–7

advertising

as art and as science, 191–2

common perceptions of, 4–8

different roles of, 62–3

evolution of, 17–20

forms and functions of, 55–6

Advertising Age, 37, 452, 456

advertising agencies, 7, 90, 387, 402, 405, 408–10, 426–7, 456–7

clients’ selection and evaluation of, 158, 162–6

evolution of, 157–8

management of, 164, 194

origin and development of, 27–32, 157–8

remuneration of, 158, 166–7

see also account planning, client-agency relationships

Advertising Association, 439

advertising media, evolution of, 20–3

advertising memory, 226–7

advertising planning index, 185

Advertising Research Association, 193

Advertising Research Foundation (ARF), 138, 146–7, 202–3, 235–6

Advertising Research Service (ARS), 236–7

Advertising Standards Authori...

Table of contents

• Cover Page
• Title Page
• Copyright Page
• Contents
• Acknowledgements
• List of Contributors
• SECTION I OVERVIEW
• SECTION II HOW ADVERTISING WORKS
• SECTION III ADVERTISING PRACTICE
• SECTION IV ANALYSIS
• SECTION V PLANNING
• SECTION VI THE ADVERTISING ENVIRONMENT
• Index