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The study of advertising is a heated and expansive forum, with research diverging along methodological, semantic, and often political lines This eclectic, extensive, and inclusive collection draws together the diverse literature with a view torganizing and making sense of the state of play of advertising research, with papers drawn not only from the major international advertising journals, but alswidely across the social sciences Accommodating statistical, behavioral, and interpretive perspectives, this three-volume set is organized intthree broad categories Volume One looks at advertising management, including creativity, agency/client relations, campaign planning and effectiveness, media planning, and brand communications Volume Twlooks at the cultural influence of advertising, including its ideological character, theoretical influences, and cross-cultural aspects Volume Three looks at advertising science: the experimental and survey data-gathering methods involved in measuring advertising effectiveness
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