It’s been a while since I last updated my blog, so hello everybody.
As some of you may know, I handed in my master thesis in November and have started working full time as a strategist at LHBS, after having worked there ever since it started, but not at full capacity because of … well … university.

Now it’s really time to say goodbye to university in a last push through my exam. The way things work here, you have two professors asking about two different subjects. I could chose the topics and literature myself, as long as I was able to hold my ground on it.

My fist topic is advertising research. Here’s the literature list for it. Mind you, some of this is German.

1 My Thesis (epistemological interest, state of research, research strategy)
My topic was the German version of
“Social Media and the Corporate Cool Machine. The use of brand-related media content and its meaning in the context of new communicative practices and spaces.” (Fancy, eh?)

2 Theories of Advertising Research
2.1 Perspectives of Communication Theory (German)

• Siegert, G. & Brecheis, D., 2005. Werbung in der Medien- und Informationsgesellschaft: Eine kommunikationswissenschaftliche Einführung, 1st ed., VS Verlag für Sozialwissenschaften.
• Gries, R., 2006. Produkte & Politik: zur Kultur- und Politikgeschichte der Produktkommunikation, Facultas Verlag. (Products & Politics. A Cultural and Political History of Product Communication. This book is awesome.)
• Zurstiege, G., 2000. Kleiner Grenzverkehr zwischen Werbung, Journalismus und Kunst. Available at: http://www.sjschmidt.net/essays/texte/zurst1.htm [Zugegriffen November 6, 2011].
• Zurstiege, G., 2005. Zwischen Kritik und Faszination. Was wir beobachten, wenn wir die Werbung beobachten, wie sie die Gesellschaft beobachtet 1st ed., Halem.
• Zurstiege, G., 2007. Werbeforschung 1st ed., Utb.

2.2 Theoretical Discussion (Information vs. meaning, persuasion vs. emotion, individual vs. groups)

• Petty, R.E. & Cacioppo, J.T., 1986. Communication and persuasion: Central and peripheral routes to attitude change, Springer-Verlag New York.
• Heath, R. & Feldwick, P., 2008. Fifty years using the wrong model of advertising. International Journal of Market Research, 50(1), p.29.
• McCracken, G., 1987. Advertising: Meaning or information. Advances in Consumer Research, 14 (1), pp.121–124.
• Mick, D.G. & Buhl, C., 1992. A meaning-based model of advertising experiences. Journal of Consumer Research, 19(3), pp.317–338.
• Vakratsas, D. & Ambler, T., 1999. How advertising works: what do we really know? Journal of Marketing, 63(1), pp.26–43.
• Earls, M., 2003. Advertising to the herd: how understanding our true nature challenges the ways we think about advertising and market research. International Journal of Market Research, 45(3), pp. 311–336.

2.3 One additional theory: Advertising and agenda setting/salience (this is what’s behind “How Brands Grow” by Sharp)

• Sutherland, M. & Galloway, J., 1981. Role of advertising: Persuasion or agenda setting. Journal of Advertising Research, 21(5), S. 25–29.
• Ghorpade, S., 1986. Agenda setting: a test of advertising’s neglected function. Journal of Advertising Research, 26(4), S. 23–27.
• Ehrenberg, A., 1974. Repetitive Advertising and the Consumer. Journal of Advertising Research, 14(2), pp.24–34.
• Ehrenberg, A., Barnard, N. & Scriven, J., 1997. Differentiation or salience. Journal of Advertising Research, 37(6), pp.7–14.
• Ehrenberg, A. et al., 2002. Brand advertising as creative publicity. Journal of Advertising Research, 42(4), pp.7–18.
• Romaniuk, J. & Sharp, B., 2003. Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), S. 218–229.
• Romaniuk, J. & Sharp, B., 2004. Conceptualizing and measuring brand salience. Marketing Theory, 4(4), S. 327–342.
• Sharp, B., 2010. Ehrenberg’s View of Advertising. Journal of Advertising Research, 50(4), pp. 352-353.

3 Methods and results of advertising research
3.1 Measuring success
3.1.1 About effects and success

• Tropp, J., 2004. Markenmanagement: Der Brand Management Navigator. Markenführung im Kommunikationszeitalter, VS Verlag. (Brand Management in the Communication Age.)
• Zurstiege, G., 2007. Werbeforschung 1st ed., Utb.
• Rossiter, J.R. & Bellman, S., 2005. Marketing communications: theory and applications, Prentice Hall. Kapitel ‘Campaign Tracking’: S. 312-343

Depending on the theory, success is interpreted differently:
3.1.2 Individual

• Schweiger, G. & Schrattenecker, G., 2009. Werbung 7. Aufl., UTB, Stuttgart. Kapitel: ‘Messung der Kommunikationswirkung’, S. 338-376 (this is standard ad testing / research)

3.1.3 Group (a bit of @herdmeister)

• Bentley, A. & Earls, M., 2008. Forget influentials, herd-like copying is how brands spread. Admap, 43(499), S. 19-22.
• Bentley, A., Earls, M., O’Brien, M.J. & Maeda, J., 2011. I’ll Have What She’s Having: Mapping Social Behavior, MIT Press.
• Kearon, J., Earls, M., 2009. Me-to-We Research-From asking unreliable witnesses about themselves to asking people what they notice, believe and predict about others. In ESOMAR Congress. http://www.brainjuicer.com/xtra/Me-to-We_Research_-_ESOMAR_Congress_2009.pdf

3.1.4 Results
Effectiveness:

• Binet, L. & Field, P., 2009. Empirical generalizations about advertising campaign success. Journal of Advertising Research, 49(2), pp.383–94.

Creativity and Effects:

• Smith, R.E. & Yang, X., 2004. Toward a general theory of creativity in advertising: Examining the role of divergence. Marketing Theory, 4(1-2), p.31.
• Smith, R.E., Chen, J. & Yang, X., 2008. The Impact of Advertising Creativity on the Hierarchy of Effects. Journal of Advertising, 37(4), pp.47–62.
• Smith, R.E. et al., 2007. Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), pp.819–833.

3.1.5 Another method: Low-Attention Processing

• Heath, R. & Nairn, A., 2005. Measuring affective advertising: Implications of low attention processing on recall. Journal of Advertising Research, 45(2), 269.
• Heath, R., Brandt, D. & Nairn, A., 2006. Brand relationships: Strengthened by emotion, weakened by attention. Journal of Advertising Research, 46(4), p.410.
• Heath, R., 2009. Emotional engagement: How television builds big brands at low attention. Journal of advertising research, 49(1).

4 Social uses of advertising

• Lannon, J. & Cooper, P., 1983. Humanistic advertising: a holistic cultural perspective.
• Buttle, F., 1991. What do people do with advertising. International Journal of Advertising, 10(2), S. 95–110.
• O’Donohoe, S., 1994. Advertising uses and gratifications. European Journal of Marketing, 28(8/9), S. 52–75.
• O’Donohoe, S. & Tynan, C., 1998. Beyond sophistication: dimensions of advertising literacy. International Journal of Advertising, 17, S. 467–482.
• Ritson, M. & Elliott, R., 1999. The social uses of advertising: an ethnographic study of adolescent advertising audiences. Journal of Consumer Research, 26(3), pp.260–277.
• Mitchell, V., Macklin, J.E. & Paxman, J., 2007. Social uses of advertising: an example of young male adults. International Journal of Advertising, 26(2), S. 199.

And then there’s my second topic:

Media and communication theory and methotodology.

1. Identity theory

• Keupp, H. u. a., 1999. Identitätskonstruktionen: Das Patchwork der Identitäten in der Spätmoderne 4. Aufl., rororo.

2. Media ethnography

• Bachmann, G. & Wittel, A., 2006. Medienethnographie. In J. Bergmann & R. Ayaß, hrsg. Qualitative Methoden der Medienforschung. Hamburg: Rowohlt Taschenbuch Verlag.
• Bergmann, J., 2008. Medienethnographie. In U. Sander, F. von Gross, & K.-U. Hugger, hrsg. Handbuch Medienpädagogik. Vs Verlag, , S. 328–334.
• Bergmann, J., 2006. Qualitative Methoden der Medienforschung – Einleitung und Rahmung. In Qualitative Methoden der Medienforschung. Rowohlt, , S. 13–41.
• Blumer, H., 1956. Sociological Analysis and the „Variable“. American sociological review, 21(6), S. 683–690.
• Charmaz, K., 2006. Constructing grounded theory: a practical guide through qualitative analysis, SAGE.
• Flick, U., 2007. Qualitative Sozialforschung: Eine Einführung 3. Aufl., rororo.

3. Symbolic Interactionism

• Elliott, R. & Wattanasuwan, K., 1998. Brand as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), S. 131–144.
• Mead, G.H., 1967. Mind, self, and society: from the standpoint of a social behaviorist, University of Chicago Press.

4. Advertising as a system

• Zurstiege, G., 2005. Zwischen Kritik und Faszination. Was wir beobachten, wenn wir die Werbung beobachten, wie sie die Gesellschaft beobachtet 1st ed., Halem.

5. Consumer Culture Theory

• Arnould, E.J. & Thompson, C.J., 2005. Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research: An Interdisciplinary Quarterly, 31(4), S. 868–882.
• Holt, D.B., 2002. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1), S. 70–90.

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