Book description
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
Table of contents
- Cover
- Handbooks in Communication and Media
- Title page
- Copyright page
- Dedication
- List of Figures
- List of Tables
- Notes on Editor and Contributors
- Preface
-
Part I Historical and Methodological Underpinnings
-
1 International Advertising Research
- Introduction
- International Advertising Practice and Knowledge
- The Support of International Advertising Research by Industry Organizations
- The Influence of Educator Organizations on International Advertising Research
- Academic Research Contributions to Knowledge of International Advertising
- Past Research Suggests Needed Future Research
- Summary and Conclusions
- References
- 2 Research Methods for International Advertising Studies
-
1 International Advertising Research
- Part II International Advertising Industry
-
Part III International Advertising Audience and Media
-
7 International and Cross-Cultural Consumer Behavior
- Introduction
- Topics from Consumer Behavior Theory
- Cultural Models Applied to Advertising Research
- The Hofstede Dimensional Model of National Culture
- Applying Cultural Models to Consumer Behavior and International Advertising
- Implications of Varying Concepts of Self and Personality for Global Branding and Advertising
- Social Processes: Motivation and Emotion
- The Implications of Varying Mental Processes for International Advertising
- Culture and Communication
- Conclusion
- Notes
- References
- 8 Magazines and International Advertising
- 9 New Media and International Advertising
- 10 Viral Advertising
-
7 International and Cross-Cultural Consumer Behavior
- Part IV International Advertising Creativity and Strategy
-
Part V International Advertising Content
-
14 Cultural Messages in International Advertisements
- Introduction
- Consumer Values and Advertising Content
- Cultural Messages (Values, Themes, and Appeals) in International Advertisements
- Methods
- Cultural Messages in International Advertisements
- Research Accomplishments and Challenges in Theory and Methodology
- Recommendations for Future Research
- Note
- References
- 15 Gender-Role Portrayals in International Advertising
-
14 Cultural Messages in International Advertisements
- Part VI International Advertising Effects
- Part VII International Advertising Law, Regulation, and Ethics
-
Part VIII Beyond International Commercial Advertising
- 23 Integrated Marketing Communication Research
-
24 Sibling Rivalry
- Introduction
- Defining Public Relations
- Four Decades of Public Relations Research
- The Growth of International Public Relations Research
- DeSanto Strategic Communication Model
- Public Relations’ Relationship to Advertising and Marketing
- Professional Public Relations Resources
- The Future: Personal and Wired, Integrated and Unique, Global and Local
- References
- 25 Now Starring Brand X
- 26 International Sponsorship Research
- 27 Political Advertising in International Comparison
- 28 International Advertising Education
- Name Index
- Subject Index
Product information
- Title: The Handbook of International Advertising Research
- Author(s):
- Release date: March 2014
- Publisher(s): Wiley-Blackwell
- ISBN: 9781444332377
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