Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
Television Advertising: Learning without Involvement
Television Advertising: Learning without Involvement
Among the wonders of the 20th century has been the ability of the mass media repeatedly to expose audiences numbered in millions to campaigns of coordinated messages. In the post-World War II years it was assumed that exposure equaled persuasion and that media content therefore was the all-important object of study or censure. Now we believe that the powers of the mass media are limited. No one has done more to bring about a counterbalancing perspective than former president of the American Association for Public Opinion Research (AAPOR) Joseph Klapper, with his well-known book The Effects of Mass Media, and another AAPOR president, Raymond Bauer, with such articles as “The Limits of Persuasion.”1
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