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Sage Handbook of Advertising
Gerard Tellis and Tim Ambler (Eds.)

Table of Contents
Acknowledgements ix

SECTION I OVERVIEW 1

1.1 Handbook of Advertising
–Gerard Tellis and Tim Ambler

1.2 A Brief History of Advertising
–Colin McDonald and Jane Scott

1.3 Integrated Marketing Communications: Provenance, Practice and Principles
–Prasad A. Naik

1.4 Advertising and Brand Equity
–Kevin Lane Keller

SECTION II HOWADVERTISINGWORKS 71

2.1 Understanding Advertising Effectiveness from a Psychological Perspective: The Importance of Attitudes and Attitude Strength
–Derek D. Rucker, Richard E. Petty and Joseph R. Priester

2.2 Reinforcement and Low Attention Processing
–Robert Heath

2.3 The Role of Consumer Memory in Advertising
–Nicole Votolato Montgomery and H. Rao Unnava

2.4 Emotions in Advertising
–David W. Stewart, Jon Morris and Aditi Grover

2.5 Metaphor in Advertising
–Gerald Zaltman and Dara MacCaba

SECTION III ADVERTISING PRACTICE

3.1 Client–Agency Relationships
–David Wethey

3.2 The Creative Brief and its Strategic Role in the Campaign Development Process
–Richard Storey and Edith Smit

3.3 Account Planning: Its History and its Significance for ad Agencies
–Paul Feldwick

3.4 Learning from Case Studies of Effectiveness201
–Peter Field

SECTION IV ANALYSIS

4.1 Pretesting: “Before the Rubber Hits the Road”
–Rik Pieters and Michel Wedel

4.2 Advertising Tracking
–Seema Pai, S. Siddarth and Suresh Divakar

4.3 Advertising Response Models
–Marnik G. Dekimpe and Dominique M. Hanssens

4.4 Advertising Effectiveness in Contemporary Markets
–Gerard J. Tellis

SECTION V PLANNING

5.1 Advertising Creativity: Balancing Surprise and Regularity
–Jacob Goldenberg and David Mazursky

5.2 Media Planning
–Peter J. Danaher

5.3 A Fresh View of the Advertising Budget Process
–Paul W. Farris and Douglas C. West

5.4 Essentials of Planning Media Schedules
–Demetrios Vakratsas and Prasad A. Naik

5.5 Peer-to-Peer Media Opportunities
–Caroline Graham Austin, George M. Zinkhan and Ji Hee Song

5.6 Communication and New Product Adoption
–Donald R. Lehmann and Dina Mayzlin

SECTION VI THE ADVERTISING ENVIRONMENT 83

6.1 Advertising Regulation
–Jef I. Richards and Ross D. Petty

6.2 Advertising Ethics: A Multi-level Theory Approach
–Minette E. Drumwright

6.3 Advertising Across Cultures
–Susan P. Douglas and C. Samuel Craig

6.4 Advertising to Vulnerable Segments
–Carolyn Bonifield and Catherine Cole

6.5 Advertising, Consumption and Welfare
–Thomas C. O’Guinn

6.6 Advertising Performance in a Market System
–William L. Wilkie and

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