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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's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory -- and across advertising contexts -- both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.

Pervasive advertising / Jörg Müller, Florian Alt, and Daniel Michelis -- Digital out-of-home media: means and effects of digital media in public space / Ursula Stalder -- Meaningful advertising / Peter van Waart, Ingrid Mulder, and Cees de Bont -- Activity-based advertising / Kurt Partridge and Bo Begole -- A standard for digital signage privacy / Harley Lorenz Geiger -- Targeted advertising on the handset: privacy and security challenges / Hamed Haddadi ... [et al.] -- Opportunities and challenges of interactive public displays as an advertising medium / Rui José and Jorge C.S. Cardoso -- Conceptualizing context for pervasive advertising / Christine Bauer and Sarah Spiekermann -- Managing advertising context / Martin Strohbach .. [et al.] -- Social networks in pervasive advertising and shopping / Erica Dubach Spiegler, Christian Hildebrand, and Florian Michahelles -- Adapting news and advertisements to group / Berardina De Carolis -- Deploying pervasive advertising in a farmers' market / Ian Wakeman ... [et al.] -- Rural communities and pervasive advertising / Nick Taylor and Keith Cheverst -- Attentional behavior of users on the move towards pervasive advertising media / Johann Schrammel ... [et al.] -- Ambient persuasion in the shopping context / Wolfgang Reitberger ... [et al.] -- Interacting with sound / Max Meier and Gilbert Beyer -- Scent marketing: making olfactory advertising pervasive / Bernadette Emsenhuber