Hong Cheng 
The Handbook of International Advertising Research [PDF ebook] 

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

قائمة المحتويات

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. Mc Quarrie

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 De Santo 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

عن المؤلف

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.