"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."
"In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners."
—Hamish Pringle, Director General, IPA
"Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us."
—Philip Kotler, Northwestern University
"When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do."
—Sir Martin Sorrell, CEO, WPP
"This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment."
—Lord (Maurice) Saatchi, Chairman, M&C Saatchi
"This magnificent volume captures all we need to know about how advertising works and its context."
—Baroness (Peta) Buscombe, Director General, Advertising Association, London
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.
The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
|Provenance, Practice and Principles|
|The Importance of Attitudes and Attitude Strength|
|Its History, and Its Significance for Ad Agencies|
|"Before the Rubber Hits the Road"|
|Balancing Surprise and Regularity|
|A Multi-level Theory Approach|