Master exam time – my reading list as a MA student

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)

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

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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  • http://twitter.com/neilperkin neilperkin

    Lordy, that's some reading list

  • http://twitter.com/Thomas_Wagner Thomas Wagner

    Hi Neil, great to have you drop by. How are you doing?
    I've actually read all of this. Just tried to get as little as possible new stuff on the list for my final exam. :)