The 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 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

1. International Advertising Research: A Historical Review.
Gordon E. Miracle

2. Research Methods for International Advertising Studies: A Practical Guide
Charles R. Taylor and John B. Ford

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
Padmini Patwardhan and Hemant Patwardhan

6. The State of Research on Media Planning, Buying, and Selling
Yunjae Cheong

7. International and Cross-Cultural Consumer Behavior
Marieke de Mooij

8. Magazines and International Advertising
Katherine Frith and Kavita Karan

9. New Media and International Advertising
Ran Wei

10. Viral Advertising: A Conceptualization 
Petya Eckler and Shelly Rodgers

11. International Advertising Creativity
Sheila L. Sasser

12. Visual Rhetoric and International Advertising
Barbara J. Phillips and Edward F. McQuarrie

13. International Advertising Strategy
Stephen W. Marshall and Marilyn S. Roberts

14. Cultural Messages in International Advertisements
Yuan Zhang

15. Gender-Role Portrayals in International Advertising
Ping Shaw, Martin Eisend, and Yue Tan

16. Attention and Memory Effects of Advertising in an International Context
Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker

17. A Close Look at Sex Appeal Advertising Research
Fang Liu

18. Celebrity Endorsements and International Advertising
Wei-Na Lee and Nam-Hyun Um

19. International Branding: Finding, Shifts, and Challenges
Fengru Li

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
Xiaoli Nan and Hye-Jin Paek

23. Integrated Marketing Communication Research: Its Limited Past and Huge Potential 
Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang

24. Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together
Barbara DeSanto and Curtis B. Mathews

25. Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool
Michelle R. Nelson and Alexandra M. Vilela

26. International Sponsorship Research
Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll Pope, and Kevin Voges

27. Political Advertising in International Comparison  
Christina Holtz-Bacha

28. International Advertising Education: Curriculum and Pedagogy
Frauke Hachtmann

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