The Handbook of International Advertising Research - Rilegato

Rilegato

ISBN 10: 1444332376 ISBN 13: 9781444332377

Casa editrice: Blackwell Pub, 2014

Riassunto

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

Su questo libro

Informazioni sull'autore

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.

Dalla quarta di copertina

As 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.

In this handbook, international advertising 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:

• A summary of existing knowledge in international advertising, including theories tested or being formulated, and methodologies used or under development.
• A report of major findings on a variety of topics in international advertising research.
• Directions and recommendations for future research on international advertising.

With 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.

Dettagli dell'edizione

• Editore: Blackwell Pub
• Data di pubblicazione: 2014
• Lingua: Inglese
• ISBN 10: 1444332376
• ISBN 13: 9781444332377
• Rilegatura: Copertina rigida
• Numero di pagine: 623
• Redattore: Cheng Hong
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile