The Handbook of International Advertising Research

Contents

List of Figures

List of Tables

Notes on Editor and Contributors

Preface

Note

References

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

Introduction

Issues of Conceptualization

Methodological and Analytical Issues

Conclusion

References

Part II International Advertising Industry

3 The Economic Effects of Advertising

Introduction

Basic Concepts

The Influence of Advertising on Consumer Prices

Macroeconomic Effect of Advertising

A Summary of How Much Advertising Works

Pointers for International Research

Striking a Balance

References

4 Research on Transnational Advertising Agencies

Introduction

Overview of TNAAs and Their Major/Emerging Markets

State of Research on Transnational Advertising Agencies

Conclusion

References

5 Account Planning

Introduction

Current State of Planning-related Research

Future Research Directions

References

6 The State of Research on Media Planning, Buying, and Selling

Introduction1

Issues in Media Planning Research

Approaches to Media Planning Research

Conclusion

References

Part III International Advertising Audience and Media

7 International ...