PDF-[EPUB] - Advertising Theory (Routledge Communication Series)

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 theoryUtilizing McGuires 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 theoryand across advertising contextsboth traditional and nontraditional approaches are addressed including electronic wordofmouth advertising usergenerated advertising and social media advertising contextsThis 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 indepth 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. Advanced aspects of . . advertising. . campaign aimed at content network. Communication. Many of the problems that occur in a organization are the direct result of people failing to communicate. . Communication is the exchange. The effect of the media. The ability of the media to have a direct influence on society is questionable. Persuading consumers to buy a particular brand of jeans or cornflakes works well for advertisers, but advertising which tries to alter more deep-rooted and complex forms of behaviour such as drug-taking or alcohol consumption has been found to have only a small impact.. 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. 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. Crisis Communications: A Casebook Approach presents case studies of organizational, corporate, and individual crises, and analyzes the communication responses to these situations. Demonstrating how professionals prepare for and respond to crises, as well as how they develop communications plans, this essential text explores crucial issues concerning communication with the news media, employees, and consumers in times of crisis.Author Kathleen Fearn-Banks examines the steps of choosing the appropriate words to convey a message, selecting the method and channels for delivering the message, and identifying and targeting the most appropriate publics or audiences. She also addresses such important topics as avoiding potential mismanagement of communication in crisis situations.Key features of this fourth edition are:six new cases, including several international crisescurrent discussion of communications technology as it relates to crisesa Companion Website -- www.routledge.com/textbooks/fearn-banks -- with additional cases as well as supplemental materials for students and classroom resources for instructors.A Student Workbook is also available for use with this volume, providing additional pedagogy for each chapter, including discussion questions, activities, key terms, case exercises, and worksheets.Utilizing both classic and contemporary cases of real-world situations, Crisis Communications provides students in public relations and business with real-world perspectives and valuable insights for professional responses to crises. It is intended for use in crisis communications, crisis management, and PR case studies courses. Crisis Communications: A Casebook Approach presents case studies of organizational, corporate, and individual crises, and analyzes the communication responses to these situations. Demonstrating how professionals prepare for and respond to crises, as well as how they develop communications plans, this essential text explores crucial issues concerning communication with the news media, employees, and consumers in times of crisis.Author Kathleen Fearn-Banks examines the steps of choosing the appropriate words to convey a message, selecting the method and channels for delivering the message, and identifying and targeting the most appropriate publics or audiences. She also addresses such important topics as avoiding potential mismanagement of communication in crisis situations.Key features of this fourth edition are:six new cases, including several international crisescurrent discussion of communications technology as it relates to crisesa Companion Website -- www.routledge.com/textbooks/fearn-banks -- with additional cases as well as supplemental materials for students and classroom resources for instructors.A Student Workbook is also available for use with this volume, providing additional pedagogy for each chapter, including discussion questions, activities, key terms, case exercises, and worksheets.Utilizing both classic and contemporary cases of real-world situations, Crisis Communications provides students in public relations and business with real-world perspectives and valuable insights for professional responses to crises. It is intended for use in crisis communications, crisis management, and PR case studies courses. The Routledge Handbook of Communication Disorders provides an update on key issues and research in the clinical application of the speech, language and hearing sciences in both children and adults.Focusing on areas of cutting-edge research, this handbook showcases what we know about communication disorders, and their assessment and treatment. It emphasizes the application of theory to clinical practice throughout, and is arranged by the four key bases of communication impairments:Neural/Genetic BasesPerceptual-Motor BasesCognitive-Linguistic BasesSocio-Cultural Bases.The handbook ends with an integrative section, which looks at innovative ways of working across domains to arrive at novel assessment and treatment ideas. It is an important reference work for researchers, students and practitioners working in communication science and speech and language therapy. The Routledge Companion to Bioethics is a comprehensive reference guide to a wide range of contemporary concerns in bioethics.? The volume orients the reader in a changing landscape shaped by globalization, health disparities, and rapidly advancing technologies.? Bioethics has begun a turn toward a systematic concern with social justice, population health, and public policy.? While also covering more traditional topics, this volume fully captures this recent shift and foreshadows the resulting developments in bioethics.? It highlights emerging issues such as climate change, transgender, and medical tourism, and re-examines enduring topics, such as autonomy, end-of-life care, and resource allocation. First written by Marcel Mauss and Henri Humbert in 1902, A General Theory of Magic gained a wide new readership when republished by Mauss in 1950. As a study of magic in \'primitive\' societies and its survival today in our thoughts and social actions, it represents what Claude Levi-Strauss called, in an introduction to that edition, the astonishing modernity of the mind of one of the century\'s greatest thinkers. The book offers a fascinating snapshot of magic throughout various cultures as well as deep sociological and religious insights still very much relevant today. At a period when art, magic and science appear to be crossing paths once again, A General Theory of Magic presents itself as a classic for our times. Health Communication in Practice: A Case Study Approach offers a comprehensive examination of the complex nature of health-related communication. This text contains detailed case studies that demonstrate in-depth applications of communication theory in real-life situations. With chapters written by medical practitioners as well as communication scholars, the cases included herein cover a variety of topics, populations, contexts and issues in health communication, including: *provider-recipient communication and its importance to subsequent diagnosis and treatment*decision-making*social identity, particularly how people redefine and renegotiate their social identity*communication dynamics within families and with health care providers through unexpected health situations*delivery of health care and*health campaigns designed to disseminate health-related information and change behaviors. Reflecting the changes in health communication scholarship and education over the past decade, chapters also explore current topics such as delivering bad news, genetic testing, intercultural communication, grieving families, and international health campaigns. A list of relevant concepts and definitions is included at the end of each case to help students make connections between the scenario and the communication theories it reflects. With its breadth of coverage and applied, practical approach, this timely and insightful text will serve as required reading in courses addressing the application of communication theory in a health-related context. This book focuses on the complexities of the communication of health-related messages and information through the use of case studies. The expert contributors to this volume are scholars who, during their research and consulting, grapple with many of the issues of concern to those studying health communication. While several introductory books offer brief case studies to illustrate concepts covered, this book provides in-depth cases that enable more advanced students to apply theory to real situations. It’s no secret that this world we live in can be pretty stressful sometimes. If you find yourself feeling out-of-sorts, pick up a book.According to a recent study, reading can significantly reduce stress levels. In as little as six minutes, you can reduce your stress levels by 68%. Learning. . Outcomes. Provide an introduction to advertising—its role, key components, and key players.. Define advertising’s role in marketing including key players and new developments. Explain.