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Produktbild: The Handbook of International Advertising Research

The Handbook of International Advertising Research

Aus der Reihe Handbooks in Communication and Media

257,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

07.04.2014

Herausgeber

Hong Cheng

Verlag

John Wiley & Sons

Seitenzahl

656

Maße (L/B/H)

25,1/18/3,8 cm

Gewicht

1146 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-4443-3237-7

Beschreibung

Rezension

"The Handbook of International Advertising Research, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell's series, Handbooks in Communication and Media." ( Journalism and Mass Communication Quarterly , 1 February 2015)

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

07.04.2014

Herausgeber

Hong Cheng

Verlag

John Wiley & Sons

Seitenzahl

656

Maße (L/B/H)

25,1/18/3,8 cm

Gewicht

1146 g

Auflage

1. Auflage

Sprache

Englisch

ISBN

978-1-4443-3237-7

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: GPSR Kontakt

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  • Produktbild: The Handbook of International Advertising Research
  • 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