Summary
Contents
Subject index
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.
Peer-to-Peer Media Opportunities
Peer-to-Peer Media Opportunities
Various defining characteristics of late 20th and early 21st century life (e.g., limited “free time,” dedifferentiation, fragmentation, the ubiquity of marketing messages) have resulted in consumers' ignoring or resisting much of the advertising that is targeted to them. Marketing managers recognize this fact, but some of their counter strategies (e.g., turning up the volume, using larger, more shocking or flamboyant ads) sometimes serve to bolster consumers' defences against such “noise” (Rumbo, 2002; Kozinets, 2002; Holt, 2002; Austin et al., 2005; Godin, 1999). In the midst of this cacophony, old-fashioned word-of-mouth – consumer information passed directly from one person to another – is one communication device that still has impact in a complicated and fragmented ...
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