The handbook of international advertising research / edited by Hong Cheng.

Format:

Book

Contributor:

Cheng, Hong, 1958- editor.

Series:

Handbooks in communication and media

Language:

English

Subjects (All):

Export marketing--Research--Congresses.

Export marketing.

Foreign trade promotion--Research--Congresses.

Foreign trade promotion.

Advertising.

Physical Description:

1 online resource (657 pages)

Edition:

First edition.

Place of Publication:

Malden, Massachusetts : John Wiley & Sons, 2014.

Summary:

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.

Contents:

Intro

The Handbook of International Advertising Research

Copyright

Contents

List of Figures

List of Tables

Notes on Editor and Contributors

Preface

Part I Historical and Methodological Underpinnings

1 International Advertising Research: A Historical Review

Introduction

International Advertising Practice and Knowledge

The Support of International Advertising Research by Industry Organizations

The Influence of Educator Organizations on International Advertising Research

Academic Research Contributions to Knowledge of International Advertising

Past Research Suggests Needed Future Research

Summary and Conclusions

References

2 Research Methods for International Advertising Studies: A Practical Guide

Issues of Conceptualization

Methodological and Analytical Issues

Conclusion

Part II International Advertising Industry

3 The Economic Effects of Advertising: How Research Can Untangle Them

Basic Concepts

The Influence of Advertising on Consumer Prices

Macroeconomic Effect of Advertising

A Summary of How Much Advertising Works

Pointers for International Research

Striking a Balance

4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies

Overview of TNAAs and Their Major/Emerging Markets

State of Research on Transnational Advertising Agencies

5 Account Planning: International Perspectives

Current State of Planning-related Research

Future Research Directions

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

Introduction 1

Issues in Media Planning Research

Approaches to Media Planning Research

References.

Part III International Advertising Audience and Media

7 International and Cross-Cultural Consumer Behavior

Topics from Consumer Behavior Theory

Cultural Models Applied to Advertising Research

The Hofstede Dimensional Model of National Culture

Applying Cultural Models to Consumer Behavior and International Advertising

Implications of Varying Concepts of Self and Personality for Global Branding and Advertising

Social Processes: Motivation and Emotion

The Implications of Varying Mental Processes for International Advertising

Culture and Communication

Notes

8 Magazines and International Advertising

Magazines as Global Media

Magazine Advertising and Culture

Theories and Methods That Guide International Magazine Advertising Research

International Magazine Advertising and Gender Studies

Conclusion and Direction for Future Research

9 New Media and International Advertising

A Review and Critique of International Advertising Research

Conclusion: The Future of Research in International Advertising on New Media

10 Viral Advertising: A Conceptualization

Viral Marketing versus Viral Advertising

Viral Advertising: A Definition

Historical Background

Past Scholarship and Future Directions on Viral Advertising

Part IV International Advertising Creativity and Strategy

11 International Advertising Creativity

Review of Existing Theories, Methods, and Movements

Major Trends and Future Directions in International Creativity Research

12 Visual Rhetoric and International Advertising

Theories of Visual Rhetoric

Applying Visual Rhetoric Theory in an International Advertising Context.

Cross-Market Segments and Polysemy

Unified Global Brand Identity through Visual Rhetoric

Summary and Conclusion

13 International Advertising Strategy

A Polarizing Debate: Standardization versus Adaptation

Major Themes and Trends

Future Research Paths to Follow

Part V International Advertising Content

14 Cultural Messages in International Advertisements

Consumer Values and Advertising Content

Cultural Messages (Values, Themes, and Appeals) in International Advertisements

Methods

Cultural Messages in International Advertisements

Research Accomplishments and Challenges in Theory and Methodology

Recommendations for Future Research

Note

15 Gender-Role Portrayals in International Advertising

Content-analytic Approaches for Studying Gender Roles in Advertising

Findings from Comparative Content-analytical Studies

Summary of Findings and Outlook

Part VI International Advertising Effects

16 Attention and Memory Effects of Advertising in an International Context

How Advertising Attention and Memory Effects Are Measured

Advertising Effects on Attention and Memory

Memory Effects in Cross-cultural and International Research

Discussion, Conclusion, and Research Agenda

17 A Close Look at Research on Sex Appeal Advertising

Sex Appeal Advertising

Sex Appeal in a Global Context

Future Research Agenda

Summary

18 Celebrity Endorsement and International Advertising

Celebrity and Celebrity Endorsement

Theoretical Explanations of Celebrity Endorsement

Cultural Factors in Celebrity Endorsement

The Practice of Celebrity Endorsement

The Risks of Celebrity Endorsement.

Summary and Suggestions for Future Research

19 International Branding: Findings, Shifts, and Challenges

Literature Review: Research Domains

Discussion: Shifts and Challenges

Part VII International Advertising Law, Regulation, and Ethics

20 International Advertising Law and Regulation: A Research Review And Agenda - The Devil Is In the Details

Conceptual Model of Advertising Law

Level of Consumer Protection

Deceptive Advertising

Unfair or Aggressive Advertising

Conclusions and Directions for Future Research

21 International Research on Advertising and Children

Importance of Research on Advertising and Children: An International Perspective

Background Information about China

Theoretical Framework

A Study of Advertising and Children in China

Recent Trends in Research on Advertising and Children

22 Social Responsibility in International Advertising

Corporate Social Responsibility: An Overview

Cause-Related Marketing

Cause Promotion or Cause Sponsorship

Green Marketing

Major Trends and Issues

Future Directions for Research

Concluding Remarks

Part VIII Beyond International Commercial Advertising

23 Integrated Marketing Communication Research: Its Limited Past and Huge Potential

Existing Research - Where IMC Has Been

A Summary and Some Preliminary Suggestions

Consolidating What We Know to Provide a Way Forward

Some Concluding Thoughts

Appendix

IMC Journal Articles Examined for This Chapter

24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together

Defining Public Relations

Four Decades of Public Relations Research.

The Growth of International Public Relations Research

DeSanto Strategic Communication Model

Public Relations' Relationship to Advertising and Marketing

Professional Public Relations Resources

The Future: Personal and Wired, Integrated and Unique, Global and Local

25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool

Existing Knowledge and Trends in Research on Product Placement

Discussion and Future Research

26 International Sponsorship Research

Sponsorship Objectives

How Sponsorship Works

Conclusions

27 Political Advertising in International Comparison

The Regulation of Political Advertising 1

Scholarly Research on Political Advertising in the International Arena

Conclusion and Suggestions for Future Research

28 International Advertising Education: Curriculum and Pedagogy

Accreditation

History of International Advertising Education

Curriculum

Pedagogy

Conclusions and Future Directions

Name Index

Subject Index.

Notes:

Description based upon print version of record.

Includes bibliographical references and indexes.

Description based on online resource; title from PDF title page (ebrary, viewed February 4, 2014).

ISBN:

1-118-37847-4

1-118-37846-6

1-118-37849-0

OCLC:

874153741