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Handbook of international advertising research /
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 age...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester :
Wiley-Blackwell,
2014.
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| Colección: | Handbooks in communication and media.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Pt. I Historical and Methodological Underpinnings
- 1.International Advertising Research: A Historical Review / Gordon E. Miracle
- 2.Research Methods for International Advertising Studies: A Practical Guide / John B. Ford
- pt. II International Advertising Industry
- 3.The Economic Effects of Advertising: How Research Can Untangle Them / John Philip Jones
- 4.Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies / Kwangmi Ko Kim
- 5.Account Planning: International Perspectives / Hemant Patwardhan
- 6.The State of Research on Media Planning, Buying, and Selling / Tunjae Cheong
- pt. III International Advertising Audience and Media
- 7.International and Cross-Cultural Consumer Behavior / Marieke de Mooij
- 8.Magazines and International Advertising / Kavita Karan
- 9.New Media and International Advertising / Ran Wei
- 10.Viral Advertising: A Conceptualization / Shelly Rodgers
- pt. IV International Advertising Creativity and Strategy
- 11.International Advertising Creativity / Sheila L. Sasser
- 12.Visual Rhetoric and International Advertising / Edward F. McQuarrie
- 13.International Advertising Strategy / Marilyn S. Roberts
- pt. V International Advertising Content
- 14.Cultural Messages in International Advertisements / Yuan Zhang
- 15.Gender-Role Portrayals in International Advertising / Tue Tan
- pt. VI International Advertising Effects
- 16.Attention and Memory Effects of Advertising in an International Context / Patrick De Pelsmacker
- 17.A Close Look at Research on Sex Appeal Advertising / Fang Liu
- 18.Celebrity Endorsement and International Advertising / Nam-Hyun Um
- 19.International Branding: Findings, Shifts, and Challenges / Fengru Li
- pt. VII International Advertising Law, Regulation, and Ethics
- 20.International Advertising Law and Regulation: A Research Review and Agenda
- the Devil Is in the Details / Ross D. Petty
- 21.International Research on Advertising and Children / Kara Chan
- 22.Social Responsibility in International Advertising / Hye-Jin Paek
- pt. VIII Beyond International Commercial Advertising
- 23.Integrated Marketing Communication Research: Its Limited Past and Huge Potential / Kyoungsoo Kang
- 24.Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together / Curtis B. Matthews
- 25.Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool / Alexandra M. Vilela
- 26.International Sponsorship Research / Kevin E. Voges
- 27.Political Advertising in International Comparison / Christina Holtz-Bacha
- 28.International Advertising Education: Curriculum and Pedagogy / Frauke Hachtmann.