{"product_id":"the-handbook-of-international-advertising-research-isbn-9781444332377","title":"The Handbook of International Advertising Research","description":"\u003cp\u003eThis 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFills 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\u003c\/li\u003e \u003cli\u003eCovers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories\u003c\/li\u003e \u003cli\u003eComprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education\u003c\/li\u003e \u003cli\u003eHighlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research\u003c\/li\u003e \u003cli\u003eContributors represent the most highly respected academics among international advertising researchers\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003e\u003ci\u003eList of Figures x\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eList of Tables xi\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eNotes on Editor and Contributors xiii\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003ePreface xxvi\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Historical and Methodological Underpinnings 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 International Advertising Research: A Historical Review 3\u003cbr\u003e Gordon E. Miracle\u003c\/p\u003e \u003cp\u003e2 Research Methods for International Advertising Studies: A Practical Guide 32\u003cbr\u003e Charles R. Taylor and John B. Ford\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II International Advertising Industry 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 The Economic Effects of Advertising: How Research Can Untangle Them 51\u003cbr\u003e John Philip Jones\u003c\/p\u003e \u003cp\u003e4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies 78\u003cbr\u003e Kwangmi Ko Kim\u003c\/p\u003e \u003cp\u003e5 Account Planning: International Perspectives 95\u003cbr\u003e Padmini Patwardhan and Hemant Patwardhan\u003c\/p\u003e \u003cp\u003e6 The State of Research on Media Planning, Buying, and Selling 111\u003cbr\u003e Yunjae Cheong\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III International Advertising Audience and Media 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 International and Cross-Cultural Consumer Behavior 127\u003cbr\u003e Marieke de Mooij\u003c\/p\u003e \u003cp\u003e8 Magazines and International Advertising 149\u003cbr\u003e Katherine Frith and Kavita Karan\u003c\/p\u003e \u003cp\u003e9 New Media and International Advertising 161\u003cbr\u003e Ran Wei\u003c\/p\u003e \u003cp\u003e10 Viral Advertising: A Conceptualization 184\u003cbr\u003e Petya Eckler and Shelly Rodgers\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV International Advertising Creativity and Strategy 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 International Advertising Creativity 205\u003cbr\u003e Sheila L. Sasser\u003c\/p\u003e \u003cp\u003e12 Visual Rhetoric and International Advertising 238\u003cbr\u003e Barbara J. Phillips and Edward F. McQuarrie\u003c\/p\u003e \u003cp\u003e13 International Advertising Strategy 251\u003cbr\u003e Stephen W. Marshall and Marilyn S. Roberts\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V International Advertising Content 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e14 Cultural Messages in International Advertisements 273\u003cbr\u003e Yuan Zhang\u003c\/p\u003e \u003cp\u003e15 Gender-Role Portrayals in International Advertising 299\u003cbr\u003e Ping Shaw, Martin Eisend, and Yue Tan\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI International Advertising Effects 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e16 Attention and Memory Effects of Advertising in an International Context 315\u003cbr\u003e Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker\u003c\/p\u003e \u003cp\u003e17 A Close Look at Research on Sex Appeal Advertising 338\u003cbr\u003e Fang Liu\u003c\/p\u003e \u003cp\u003e18 Celebrity Endorsement and International Advertising 353\u003cbr\u003e Wei-Na Lee and Nam-Hyun Um\u003c\/p\u003e \u003cp\u003e19 International Branding: Findings, Shifts, and Challenges 375\u003cbr\u003e Fengru Li\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII International Advertising Law, Regulation, and Ethics 393\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e20 International Advertising Law and Regulation: A Research Review and Agenda – the Devil Is in the Details 395\u003cbr\u003e Ross D. Petty\u003c\/p\u003e \u003cp\u003e21 International Research on Advertising and Children 414\u003cbr\u003e Kara Chan\u003c\/p\u003e \u003cp\u003e22 Social Responsibility in International Advertising 434\u003cbr\u003e Xiaoli Nan and Hye-Jin Paek\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VIII Beyond International Commercial Advertising 455\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e23 Integrated Marketing Communication Research: Its Limited Past and Huge Potential 457\u003cbr\u003e Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang\u003c\/p\u003e \u003cp\u003e24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together 484\u003cbr\u003e Barbara DeSanto and Curtis B. Matthews\u003c\/p\u003e \u003cp\u003e25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool 510\u003cbr\u003e Michelle R. Nelson and Alexandra M. Vilela\u003c\/p\u003e \u003cp\u003e26 International Sponsorship Research 529\u003cbr\u003e Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll. Pope, and Kevin E. Voges\u003c\/p\u003e \u003cp\u003e27 Political Advertising in International Comparison 554\u003cbr\u003e Christina Holtz-Bacha\u003c\/p\u003e \u003cp\u003e28 International Advertising Education: Curriculum and Pedagogy 575\u003cbr\u003e Frauke Hachtmann\u003c\/p\u003e \u003cp\u003e\u003ci\u003eName Index 593\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSubject Index 612\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“\u003ci\u003eThe Handbook of International Advertising Research\u003c\/i\u003e, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell’s series, \u003ci\u003eHandbooks in Communication and Media\u003c\/i\u003e.\"  (\u003ci\u003eJournalism and Mass Communication Quarterly\u003c\/i\u003e, 1 February 2015)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eHong Cheng\u003c\/b\u003e 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 \u003ci\u003eBecoming a Media Savvy Student\u003c\/i\u003e (co-authored with Guofang Wan, 2004); \u003ci\u003eAdvertising and Chinese Society: Issues and Impacts\u003c\/i\u003e (co-edited with Kara Chan, 2009); and \u003ci\u003eSocial Marketing for Public Health: Global Trends and Success Stories\u003c\/i\u003e (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 \u003ci\u003eJournalism and Mass Communication Quarterly\u003c\/i\u003e, and the chair-elect of the National Education Executive Committee of the American Advertising Federation.\u003c\/p\u003e  \u003cp\u003eAs 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.\u003c\/p\u003e \u003cp\u003eIn this handbook, \u003ci\u003einternational advertising\u003c\/i\u003e 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:\u003c\/p\u003e \u003cp\u003e• A summary of existing knowledge in international advertising, including theories tested or being formulated, and methodologies used or under development.\u003cbr\u003e • A report of major findings on a variety of topics in international advertising research.\u003cbr\u003e • Directions and recommendations for future research on international advertising.\u003c\/p\u003e \u003cp\u003eWith 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.\u003c\/p\u003e  \u003cp\u003e“\u003ci\u003eThe Handbook of International Advertising Research\u003c\/i\u003e eloquently captures the entire spectrum of international advertising with a wealth of insightful information. It is an excellent resource for advertising scholars and students in this increasingly globalized market environment.”  \u003cbr\u003e                                                                                           \u003cb\u003eSoontae An\u003c\/b\u003e, \u003ci\u003eEwha Womans University\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“Hong Cheng’s \u003ci\u003eThe Handbook of International Advertising Research\u003c\/i\u003e is a major work that makes an inestimable contribution to the scholarly literature on international advertising. This anthology of original essays by a world-renowned group of scholars speaks to the powerful influence of global advertising and should remain a long-lasting reference point for future advertising researchers.”                      \u003cbr\u003e                                                                \u003cb\u003eKatherine T. Frith\u003c\/b\u003e, \u003ci\u003eSouthern Illinois University Carbondale\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“Hong Cheng’s \u003ci\u003eThe Handbook of International Advertising Research\u003c\/i\u003e offers an informative, thorough, and stimulating window into the past, present and future of research in this field.”\u003cbr\u003e                                      \u003cb\u003eCarrie La Ferle\u003c\/b\u003e, \u003ci\u003eTemerlin Advertising Institute, Southern Methodist University\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“This text covers the topic of international advertising research from A to Z. It takes the reader from historical perspectives all the way to viral media. Nearly 50 contributors – all world-renowned scholars – present the latest thinking, research and results in the field of international advertising. A most impressive contribution!” \u003cbr\u003e                                                                                 \u003cb\u003eBarbara Mueller\u003c\/b\u003e, \u003ci\u003eSan Diego State University\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47990250471653,"sku":"NP9781444332377","price":231.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781444332377.jpg?v=1761787065","url":"https:\/\/k12savings.com\/products\/the-handbook-of-international-advertising-research-isbn-9781444332377","provider":"K12savings","version":"1.0","type":"link"}