The Handbook of International Advertising Research (Handbooks in Communication and Media)

Hong Cheng

Published by Wiley-Blackwell, 2014
ISBN 10: 1444332376 / ISBN 13: 9781444332377
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Synopsis:

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

From the Back Cover:

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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Title: The Handbook of International Advertising ...
Publisher: Wiley-Blackwell
Publication Date: 2014
Binding: Hardcover
Book Condition: Used: Good

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