The SAGE Handbook of Advertising

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 (http://www.gtellis.net ) 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′Dell (twice), and Harold D. Maynard (twice) awards. Dr. Tellis is a Distinguished Professor of Marketing Research, Erasmus University, Rotterdam and a Fellow of Sidney Sussex College, Cambridge University, UK. He is President of ISMS and was an Associate Editor of Marketing Science and Journal of Marketing Research. Previously he was a Trustee of the Marketing Science Institute, the Treasurer and VP External Affairs of ISMS, and a Sales Development Manager of Ethnor/ Johnson & Johnson. In his spare time he is a fruit gardener and a rock collector.  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 Director for International Distillers and Vintners (IDV) for the UK during the 1970s, he was associated with the launch of Bailey′s Irish Cream, Le Piat d′Or and the rise to leadership positions of Smirnoff Vodka and Croft Original Cream Sherry. More recently he held overall international marketing responsibility for IDV and worked extensively in the USA, Canada, Africa and emerging markets. IDV′s development during the 1980s was a combination of new brand development, brand acquisitions which then needed to be integrated with the IDV network, new market entries and organic brand development. He now believes in pragmatic approaches to marketing on the one hand and the need for people based, relational, theories of international marketing on the other. His experience and research combine to underscore the importance of brands and the marketplace as the place to understand them

"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."

• PART ONE: OVERVIEWHandbook of Advertising - Gerard J. Tellis and Tim AmblerBrief History of Advertising - Colin McDonald & Jane Scott Integrated Marketing Communications - Prasad A. Naik Provenance, Practice and PrinciplesAdvertising and brand equity - Kevin Lane Keller PART TWO: HOW ADVERTISING WORKSUnderstanding Advertising Effectiveness from a Psychological Perspective - Derek D. Rucker, Richard E. Petty & Joseph R. Priester The Importance of Attitudes and Attitude StrengthReinforcement and Low Attention Processing - Robert Heath Role of Consumer Memory in Advertising - Nicole Votolato Montgomery & H. Rao Unnava Emotions in Advertising - David W. Stewart, Jon Morris & Aditi Grover Metaphor in Advertising - Gerald Zaltman & Dara MacCabaPART THREE: ADVERTISING PRACTICEClient-Agency Relationships - David Wethey The Creative Brief and its Strategic Role in the Campaign Development Process - Richard Storey & Edith SmitAccount Planning - Paul Feldwick Its History, and Its Significance for Ad AgenciesLearning from Case Studies of Effectiveness - Peter Field PART FOUR: ANALYSISPretesting - Rik Pieters & Michel Wedel "Before the Rubber Hits the Road"Advertising Tracking - Seema Pai, S. Siddarth & Suresh Divakar Advertising Response Models - Marnik G. Dekimpe & Dominique M. Hanssens Advertising Effectiveness in Contemporary Markets - Gerard Tellis PART FIVE: PLANNINGAdvertising Creativity - Jacob Goldenberg & David Mazursky Balancing Surprise and RegularityMedia planning - Peter J. Danaher A Fresh View of the Advertising Budget Process - Paul W. Farris & Douglas C. West Essentials of Planning Media Schedules - Demetrios Vakratsas & Prasad A. Naik Peer-to-Peer Media Opportunities - George M. Zinkhan, Caroline Graham Austin & Ji Hee Song Communication and New Product Adoption - Donald R. Lehmann & Dina Mayzlin PART SIX: THE ADVERTISING ENVIRONMENTAdvertising Regulation - Jef I. Richards & Ross D. Petty Advertising Ethics - Minette E. Drumwright A Multi-level Theory ApproachAdvertising Across Cultures - Susan P. Douglas & C. Samuel Craig Advertising to Vulnerable Segments - Carolyn Bonifield & Catherine Cole Advertising, Consumption, & Welfare - Thomas C. O′Guinn Advertisings′ Performance in a Market System - William L. Wilkie & Elizabeth S. Moore