Shelly Rodgers, Esther Thorson
Routledge
May 3, 2019
Forthcoming
Textbook
- 536 Pages
- 27 B/W Illustrations
ISBN 9780815382508 - CAT# K339448
Series: Routledge Communication Series
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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.
We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.