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
Spis treści
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
O autorze
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.
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