Advertising theory

Perspectives on advertising and advertising theory

What does "theories of advertising" mean? / by Esther Thorson and Shelly Rodgers

Coloring outside the lines : suggestions for making advertising theory more meaningful / by Ronald J. Faber, Brittany R. L. Duff, and Xiaoli Nan

Agency practitioners? : theories about advertising / by Gergely Nyilasy and Leonard N. Reid

Psychological processes in response to advertisements

The elaboration likelihood model : a thirty-year review / by David W. Schumann, Michael Kotowski, Ho-Young (Anthony) Ahn, and Curtis P. Haugtvedt

The role of emotion in processing advertising / by Larry Percy

Theories of emotion and affect in marketing communications / by Jon D. Morris

Psychological and psychophysiological theories of advertising / by Paul Bolls, Kevin Wise, and Sam Bradley

Involvement / by Eric Haley

Specific audiences

A theory of advertising to children / by Russell Laczniak and Les Carlson

Theory advancement in international advertising : drawing on theories from strategic management and international business / by Charles R. Taylor, Shintaro Okazaki

How advertising works within a cultural context : theories and framework informing the process / by Carrie La Ferle and Wei-Na Lee

The reflexive game : how target and agent persuasion knowledge influence advertising persuasion / by Michelle R. Nelson and Chang Dae Ham

Different types of advertising messages

Creativity and ad theory / by Sheila L. Sasser and Scott Koslow

Creativity and risk theories of advertising by douglas c. west, university of london

A rhetorical theory of the advertisement / by Edward F. McQuarrie and Barbara J. Phillips

Narrative advertisements and narrative processing / by ChingChing Chang

Working toward an understanding of persuasion via engaging narrative advertising : refining the transportation- imagery model / by Lu Zheng and Joseph E. Phelps

Direct-to-consumer advertising of prescription drugs : consumers, physicians, messages and complexity / by Kim Bartel Sheehan

Theory building for online health product advertising / by Jisu Huh and Wonsun Shin

Political advertising / by Marjolein Moorman and Peter Neijens

Media and media devices

Media analysis and decision-making / by Hugh M. Cannon

Managing non-traditional advertising : a message processing framework / by Rick T. Wilson and Brian D. Till

Role of technology in online persuasion : a main model perspective / by S. Shyam Sundar, Qian Xu and Xue Dou

Lessons learned for teaching mobile advertising : critical review and future directions / by Shintaro Okazaki

In-game advertising and advergames : a critical review of the past decade?s research / by Seounmi Youn and Mira Lee

Social media and advertising theory / by Harshavardhan Gangadharbatla

Organizations

Toward a social ecology of advertising / by Christine Wright-Isak

Brand concepts and advertising / by Dean M. Krugman and Jameson L. Hayes

I know it when i see it : the definability and consequences of perceived fit in corporate social responsibility initiatives / by Amanda B. Bower and Stacy Landreth Grau

Contexts of advertising

Ethics and advertising theory / by Minette E. Drumwright

Theory and law / by Jef Richards

Four theories of how imc works / by Sandra Moriarty and Don Schultz

Theories about health and advertising / by Joyce M. Wolburg

The future of advertising theories

Human barriers to using theory and research on responses to advertising messages / by Ivan L. Preston

Toward theories of advertising : where do we go from here? / by Marla B. Royne

Advancing advertising theories and scholarship / by Hairong Li

Adventures in misplaced theories / by Herbert Jack Rotfeld

Imc, advertising research, and the advertising discipline / by Patricia B. Rose.