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The SAGE Handbook of Advertising

The SAGE Handbook of Advertising

Edited by:

512 pages | SAGE Publications Ltd

"The editors have produced a work that offers insight into a variety for advertising issues in a compelling, well-organized manner. This handbook is a useful resource for practitioners as well as upper-division undergraduate and graduate students. Researchers and faculty members will find it a valuable supplement to their current collection of writings on advertising."

"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, Northwestern University

"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 summarizing 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 achieve 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.
Gerard J. Tellis and Tim Ambler
Handbook of Advertising
Colin McDonald & Jane Scott
Brief History of Advertising
Prasad A. Naik
Integrated Marketing Communications
Provenance, Practice and Principles

Kevin Lane Keller
Advertising and brand equity
Derek D. Rucker, Richard E. Petty & Joseph R. Priester
Understanding Advertising Effectiveness from a Psychological Perspective
The Importance of Attitudes and Attitude Strength

Robert Heath
Reinforcement and Low Attention Processing
Nicole Votolato Montgomery & H. Rao Unnava
Role of Consumer Memory in Advertising
David W. Stewart, Jon Morris & Aditi Grover
Emotions in Advertising
Gerald Zaltman & Dara MacCaba
Metaphor in Advertising
David Wethey
Client-Agency Relationships
Richard Storey & Edith Smit
The Creative Brief and its Strategic Role in the Campaign Development Process
Paul Feldwick
Account Planning
Its History, and Its Significance for Ad Agencies

Peter Field
Learning from Case Studies of Effectiveness
Rik Pieters & Michel Wedel
"Before the Rubber Hits the Road"

Seema Pai, S. Siddarth & Suresh Divakar
Advertising Tracking
Marnik G. Dekimpe & Dominique M. Hanssens
Advertising Response Models
Gerard Tellis
Advertising Effectiveness in Contemporary Markets
Jacob Goldenberg & David Mazursky
Advertising Creativity
Balancing Surprise and Regularity

Peter J. Danaher
Media planning
Paul W. Farris & Douglas C. West
A Fresh View of the Advertising Budget Process
Demetrios Vakratsas & Prasad A. Naik
Essentials of Planning Media Schedules
George M. Zinkhan, Caroline Graham Austin & Ji Hee Song
Peer-to-Peer Media Opportunities
Donald R. Lehmann & Dina Mayzlin
Communication and New Product Adoption
Jef I. Richards & Ross D. Petty
Advertising Regulation
Minette E. Drumwright
Advertising Ethics
A Multi-level Theory Approach

Susan P. Douglas & C. Samuel Craig
Advertising Across Cultures
Carolyn Bonifield & Catherine Cole
Advertising to Vulnerable Segments
Thomas C. O'Guinn
Advertising, Consumption, & Welfare
William L. Wilkie & Elizabeth S. Moore
Advertisings' Performance in a Market System

Gerard J. Tellis

Gerard J. Tellis (PhD Michigan) is Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in public policy, virality on social media, diffusion of innovations, advertising, and global market entry. He has published 7 books and over 200 papers ( ) that have won over 27,000 citations in Google Scholar. His publications have won over 25 awards, including the AMA-IRWIN-McGraw Hill Distinguished Educator, Long Term Impact Marketing Science, Frank M. Bass, William F. O... More About Author

Tim Ambler

Tim Ambler is currently Grand Metropolitan Senior Research Fellow at London Business School where he teaches Global Marketing and Doing Business in Greater China. His research interests include brandequity, how advertising works, marketing in China and other international markets and relationship marketing. He holds an MA (mathematics) from Oxford, an SM (majoring in marketing) from the Sloan School, Massachusetts Institute of Technology and is a Fellow of the Institute of Chartered Accountants. Before becoming an academic, Tim Ambler spent some 30 years in business, initially as an accountant, switching to marketing in 1969. As Marketing... More About Author

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