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The Handbook of International Advertising Research. Handbooks in Communication and Media

  • ID: 2379581
  • Book
  • March 2014
  • Region: Global
  • 656 Pages
  • John Wiley and Sons Ltd
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As a driving force of globalization, international advertising is ubiquitous in many parts of the world today. Its practice and impact undoubtedly warrants more scholarly investigations. 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.

In this handbook, international advertising is defined as a communication process, a business practice, and/or a social force that disseminates commercial or, sometimes, noncommercial messages to target audiences in one or more foreign countries. The book successfully offers:

 A summary of existing knowledge in international advertising, including theories tested or being formulated, and methodologies used or under development.
 A report of major findings on a variety of topics in international advertising research.
 Directions and recommendations for future research on international advertising.

With its broad scope and unique focus, this handbook will undoubtedly become an indispensible guide for students and academics interested in systematic and in–depth reviews and critiques of the existing research on international advertising.

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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

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Hong Cheng
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