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Handbook of international advertising research
Title
Handbook of international advertising research [electronic resource] / edited by Hong Cheng.
ISBN
9781118378465
1118378466
9781118378496
1118378490
1306403510
9781306403511
Published
Chichester : Wiley-Blackwell, 2014.
Physical Description
1 online resource (xxxii, 623 pages) : illustrations.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook's comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. It fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area. It covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories. Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education. The book highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research. Contributors represent the most highly respected academics among international advertising researchers.
Variant and related titles
Blackwell reference online. OCLC KB.
Other formats
Print version: Handbook of International Advertising Research. Malden, Massachusetts : Wiley-Blackwell 2014
Format
Books / Online
Language
English
Added to Catalog
October 05, 2023
Series
Handbooks in communication and media
Bibliography
Includes bibliographical references and indexes.
Contents
Pt. I Historical and Methodological Underpinnings
1.International Advertising Research: A Historical Review / Gordon E. Miracle
2.Research Methods for International Advertising Studies: A Practical Guide / John B. Ford
pt. II International Advertising Industry
3.The Economic Effects of Advertising: How Research Can Untangle Them / John Philip Jones
4.Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies / Kwangmi Ko Kim
5.Account Planning: International Perspectives / Hemant Patwardhan
6.The State of Research on Media Planning, Buying, and Selling / Tunjae Cheong
pt. III International Advertising Audience and Media
7.International and Cross-Cultural Consumer Behavior / Marieke de Mooij
8.Magazines and International Advertising / Kavita Karan
9.New Media and International Advertising / Ran Wei
10.Viral Advertising: A Conceptualization / Shelly Rodgers
pt. IV International Advertising Creativity and Strategy
11.International Advertising Creativity / Sheila L. Sasser
12.Visual Rhetoric and International Advertising / Edward F. McQuarrie
13.International Advertising Strategy / Marilyn S. Roberts
pt. V International Advertising Content
14.Cultural Messages in International Advertisements / Yuan Zhang
15.Gender-Role Portrayals in International Advertising / Tue Tan
pt. VI International Advertising Effects
16.Attention and Memory Effects of Advertising in an International Context / Patrick De Pelsmacker
17.A Close Look at Research on Sex Appeal Advertising / Fang Liu
18.Celebrity Endorsement and International Advertising / Nam-Hyun Um
19.International Branding: Findings, Shifts, and Challenges / Fengru Li
pt. VII International Advertising Law, Regulation, and Ethics
20.International Advertising Law and Regulation: A Research Review and Agenda
the Devil Is in the Details / Ross D. Petty
21.International Research on Advertising and Children / Kara Chan
22.Social Responsibility in International Advertising / Hye-Jin Paek
pt. VIII Beyond International Commercial Advertising
23.Integrated Marketing Communication Research: Its Limited Past and Huge Potential / Kyoungsoo Kang
24.Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together / Curtis B. Matthews
25.Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool / Alexandra M. Vilela
26.International Sponsorship Research / Kevin E. Voges
27.Political Advertising in International Comparison / Christina Holtz-Bacha
28.International Advertising Education: Curriculum and Pedagogy / Frauke Hachtmann.
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