Esther Thorson – författare

This book provides an introduction to covering crises, considering practice issues and providing guidance in preparing for and responding to calamities. It offers a concise overview for journalism academics and practitioners of covering disasters – not a "how to" handbook but a "how to prepare" reference to be used before a crisis occurs. This essential resource is among the first to focus specifically and comprehensively on journalistic coverage of disasters. It demonstrates the application of scholarship and theory to professional practice, and includes a crash book template with logistical and information-collection requirements. As a text for advanced reporting, broadcast journalism, and journalism ethics, or a reference for professionals, Reporting Disaster on Deadline provides key information for keeping on deadline in responding to crises.

Persuasion Ethics Today explores persuasive communication in the fields of advertising, promotions, public relations and integrated marketing communication, and is designed for course use in advertising curricula.Ethical questions have become increasingly important in today’s media landscape, and issues of regulation, privacy, and convenience are the subjects of heated debate among consumers, industry professional, policy makers, and interest groups. With the explosion of social media, mobile devices, tracking technologies, and behavioral targeting, the ethical issues about persuasion continue to increase in importance.This book’s goal is to offer a broad introduction to the ethical standards, challenges, understanding, and decision-making strategies involved in the practice of persuasion. Persuasion Ethics Today links real world persuasive communication activities to fundamental philosophies of ethics. It also offers tools for students and practitioners to engage with ethical dilemmas in a systematic way, and jumpstart debates about the right ethical choices in an increasingly complex media and social environment.

Persuasion Ethics Today explores persuasive communication in the fields of advertising, promotions, public relations and integrated marketing communication, and is designed for course use in advertising curricula.Ethical questions have become increasingly important in today’s media landscape, and issues of regulation, privacy, and convenience are the subjects of heated debate among consumers, industry professional, policy makers, and interest groups. With the explosion of social media, mobile devices, tracking technologies, and behavioral targeting, the ethical issues about persuasion continue to increase in importance.This book’s goal is to offer a broad introduction to the ethical standards, challenges, understanding, and decision-making strategies involved in the practice of persuasion. Persuasion Ethics Today links real world persuasive communication activities to fundamental philosophies of ethics. It also offers tools for students and practitioners to engage with ethical dilemmas in a systematic way, and jumpstart debates about the right ethical choices in an increasingly complex media and social environment.

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter.What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

This book provides an introduction to covering crises, considering practice issues and providing guidance in preparing for and responding to calamities. It offers a concise overview for journalism academics and practitioners of covering disasters – not a "how to" handbook but a "how to prepare" reference to be used before a crisis occurs. This essential resource is among the first to focus specifically and comprehensively on journalistic coverage of disasters. It demonstrates the application of scholarship and theory to professional practice, and includes a crash book template with logistical and information-collection requirements. As a text for advanced reporting, broadcast journalism, and journalism ethics, or a reference for professionals, Reporting Disaster on Deadline provides key information for keeping on deadline in responding to crises.

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.

This is a timely discussion of using new information technologies and media for communicating diverse health information to diverse audiences. This book is useful, readable, current, well organized, and seems to be a unique contribution." --Doody's In this volume there are examples of how advances in technology not only empower individuals in their interactions with a health system but also enable health professionals to better tailor their work and time for the benefit of patients and clients." -Paul R. Gully, MB, ChB, FRCPC, FFPH, World Health Organization, Geneva Switzerland (From the Foreword) To date, little guidance exists for health care professionals who want and need new ways to communicate health information with each other, their patients, and the general public. To address this need, Health Communication in the New Media Landscape presents innovative, media-based methods of communication to graduate students, educators, health care professionals, public health officials, and communication experts. Health Communication in the New Media Landscape demonstrates the extent to which modern, digital technology can serve as the most practical and efficient form of distributing health-related information. The authors are confident that, if implemented wisely, technology can and will transform the face of health communication as we know it. This unique book addresses the following: The role technology can and will play in health communication How new media can be used to improve health literacy How patients can learn about health-related issues and health care New ways practitioners will be able to communicate with their patients How persons with chronic diseases learn about resources, support systems, and rehabilitation The impact of the new media landscape on health care providers, insurance companies, and health care policies

Now in its fourth edition, Digital Advertising Theory examines how technological and media transformations are reshaping the foundations of advertising theory and practice. As digital advertising becomes increasingly data-driven, interactive, and complex, this volume revisits core advertising theories and evaluates their relevance within today’s evolving media environment.Building on earlier editions, the book is grounded in a contemporary definition of digital advertising that provides a conceptual foundation for understanding digital advertising as a dynamic, multifaceted system. Across the volume, contributors explore how advertising operates across platforms including social media, mobile environments, video, gaming, and AI-driven systems. The book examines developments such as artificial intelligence, computational advertising, personalization, immersive media, and algorithmic processes, and considers how these forces are transforming how advertising messages are created, delivered, and evaluated. The volume brings together diverse theoretical perspectives to reassess foundational models of persuasion and audience response in light of contemporary digital conditions. Contributors examine how evolving forms of interactivity, data use, and platform dynamics shape consumer cognition, engagement, and behavior.Providing both a rigorous theoretical foundation and a forward-looking research agenda, Digital Advertising Theory is an essential resource for scholars, students, and professionals in advertising, marketing, communication, media studies, and psychology.

Now in its fourth edition, Digital Advertising Theory examines how technological and media transformations are reshaping the foundations of advertising theory and practice. As digital advertising becomes increasingly data-driven, interactive, and complex, this volume revisits core advertising theories and evaluates their relevance within today’s evolving media environment.Building on earlier editions, the book is grounded in a contemporary definition of digital advertising that provides a conceptual foundation for understanding digital advertising as a dynamic, multifaceted system. Across the volume, contributors explore how advertising operates across platforms including social media, mobile environments, video, gaming, and AI-driven systems. The book examines developments such as artificial intelligence, computational advertising, personalization, immersive media, and algorithmic processes, and considers how these forces are transforming how advertising messages are created, delivered, and evaluated. The volume brings together diverse theoretical perspectives to reassess foundational models of persuasion and audience response in light of contemporary digital conditions. Contributors examine how evolving forms of interactivity, data use, and platform dynamics shape consumer cognition, engagement, and behavior.Providing both a rigorous theoretical foundation and a forward-looking research agenda, Digital Advertising Theory is an essential resource for scholars, students, and professionals in advertising, marketing, communication, media studies, and psychology.

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter.What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.

The studies that comprise Political Socialization in a Media Saturated World synthesize, question, and update our knowledge of political socialization that has accumulated over the past 40 years of related research. The scholarship advances innovative theoretical perspectives and develops new models of the socialization process that revolve around the key social structures of family, media, peers, and school. The Hierarchy Model of Political Socialization, in particular, provides a comprehensive conceptual framework for organizing and analyzing youth responses to the political. With research that spans multiple election cycles across nearly a decade, and data drawn from a national panel study that allows for cross-generational comparison, the findings and models of political socialization presented provide the most comprehensive and in-depth examination of youth political socialization that exists to date. This book provides a foundation and research agenda for examining the Millennial generation in the coming years as these citizens mature to adults and become the driving force of society and our polity.