The Handbook of International Advertising Research

Herausgegeben von Cheng, Hong

• Gebundenes Buch

Produktbeschreibung

As a driving force of globalization, international advertising is ubiquitous in many parts of the world today. This timely and much-needed handbook addresses a gap between the rapid growth in the output of scholarly research on international advertising and the pressing need for further high-quality research by offering an indispensible guide for academics interested in systematic and in-depth reviews and critiques of existing research in the field.

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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.

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
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
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

Produktdetails

• Handbooks in Communication and Media
• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 656
• Erscheinungstermin: 31. März 2014
• Englisch
• Abmessung: 251mm x 180mm x 38mm
• Gewicht: 666g
• ISBN-13: 9781444332377
• ISBN-10: 1444332376
• Artikelnr.: 38596628

Autorenporträt

Hong Cheng is Professor and Director of the Richard T. Robertson School of Media and Culture (formerly the School of Mass Communications) at Virginia Commonwealth University. His work includes Becoming a Media Savvy Student (co-authored with Guofang Wan, 2004); Advertising and Chinese Society: Issues and Impacts (co-edited with Kara Chan, 2009); and Social Marketing for Public Health: Global Trends and Success Stories (co-edited with Philip Kotler and Nancy Lee, 2011). He is a former head of AEJMC's Advertising Division and International Communication Division, a current associate editor of Journalism and Mass Communication Quarterly, and the chair-elect of the National Education Executive Committee of the American Advertising Federation.

Inhaltsangabe

List of Figures x List of Tables xi Notes on Editor and Contributors xiii
Preface xxvi Part I Historical and Methodological Underpinnings 1 1
International Advertising Research: A Historical Review 3 Gordon E. Miracle
2 Research Methods for International Advertising Studies: A Practical Guide
32 Charles R. Taylor and John B. Ford Part II International Advertising
Industry 49 3 The Economic Effects of Advertising: How Research Can
Untangle Them 51 John Philip Jones 4 Research on Transnational Advertising
Agencies: Management, Structure, and Entry Strategies 78 Kwangmi Ko Kim 5
Account Planning: International Perspectives 95 Padmini Patwardhan and
Hemant Patwardhan 6 The State of Research on Media Planning, Buying, and
Selling 111 Yunjae Cheong Part III International Advertising Audience and
Media 125 7 International and Cross-Cultural Consumer Behavior 127 Marieke
de Mooij 8 Magazines and International Advertising 149 Katherine Frith and
Kavita Karan 9 New Media and International Advertising 161 Ran Wei 10 Viral
Advertising: A Conceptualization 184 Petya Eckler and Shelly Rodgers Part
IV International Advertising Creativity and Strategy 203 11 International
Advertising Creativity 205 Sheila L. Sasser 12 Visual Rhetoric and
International Advertising 238 Barbara J. Phillips and Edward F. McQuarrie
13 International Advertising Strategy 251 Stephen W. Marshall and Marilyn
S. Roberts Part V International Advertising Content 271 14 Cultural
Messages in International Advertisements 273 Yuan Zhang 15 Gender-Role
Portrayals in International Advertising 299 Ping Shaw, Martin Eisend, and
Yue Tan Part VI International Advertising Effects 313 16 Attention and
Memory Effects of Advertising in an International Context 315 Mahdi Rajabi,
Nathalie Dens, and Patrick De Pelsmacker 17 A Close Look at Research on Sex
Appeal Advertising 338 Fang Liu 18 Celebrity Endorsement and International
Advertising 353 Wei-Na Lee and Nam-Hyun Um 19 International Branding:
Findings, Shifts, and Challenges 375 Fengru Li Part VII International
Advertising Law, Regulation, and Ethics 393 20 International Advertising
Law and Regulation: A Research Review and Agenda - the Devil Is in the
Details 395 Ross D. Petty 21 International Research on Advertising and
Children 414 Kara Chan 22 Social Responsibility in International
Advertising 434 Xiaoli Nan and Hye-Jin Paek Part VIII Beyond International
Commercial Advertising 455 23 Integrated Marketing Communication Research:
Its Limited Past and Huge Potential 457 Don E. Schultz, Ilchul Kim, and
Kyoungsoo Kang 24 Sibling Rivalry: How Public Relations and Advertising
Continue to Grow and Live Together 484 Barbara DeSanto and Curtis B.
Matthews 25 Now Starring Brand X: Product Placement as a Local, Global, and
Glocal Branding Communication Tool 510 Michelle R. Nelson and Alexandra M.
Vilela 26 International Sponsorship Research 529 Ellen L. Bloxsome, Mark R.
Brown, Nigel K. Ll. Pope, and Kevin E. Voges 27 Political Advertising in
International Comparison 554 Christina Holtz-Bacha 28 International
Advertising Education: Curriculum and Pedagogy 575 Frauke Hachtmann Name
Index 593 Subject Index 612