"Oglaševanje." . . "Publicité." . . "Množični mediji." . . "Werbung" . . "Werbung." . . "Advertising theory"@en . "Advertising theory" . . . "Ressource Internet (Descripteur de forme)" . . . "Proceedings" . "Zborniki" . "Livre électronique (Descripteur de forme)" . . . . . . . . . "Aufsatzsammlung" . "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." . . . "Electronic books"@en . . . . . . . . . . "Recueil de contributions (Descripteur de forme)" . . . . . "Advertising Theory"@en . . . . . . . . . . . "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. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire'"@en . . . . "Publicité industrielle." . . . . "Theorie." . . "Oglasi." . . "Advertising." . . "Sporočila." . . "Advertisements." . . "BUSINESS & ECONOMICS Advertising & Promotion." . . "Theory." . . "Messages." . . "Mass media." . . "Teorija." . .