Introduction to Advertising: 10 Principles of Effective Advertising Grab People your ad can be able to grab someone who glances for just a secon

America ran on the art of advertising. Though advertising probably has existed to a certain extent in all cultures, it took on a qualitatively new existence and power in the modern era: …

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...

Transference: Attempts to make the audience associate positive words, images, and ideas with a product and its users. Name calling: Comparing one product to another and saying it is weaker …

What claims does the advertisement convey to reasonable consumers? Does the material submitted by the advertiser substantiate those claims? What principles should govern the …

Digital advertising is the tactic of leveraging the internet and its properties to deliver promotional ads to consumers on various channels. Like its predecessor—traditional advertising—a digital …

Our results contribute to advertising theory and practice by introducing a new scholarly take on advertising and media consumption across different age groups, turning the attention to …