The Handbook of International Advertising Research

The Handbook of International Advertising Research

by Hong Cheng
     
 

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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

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Overview

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

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Editorial Reviews

From the Publisher
“The Handbook of International Advertising Research, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell’s series, Handbooks in Communication and Media." (Journalism and Mass Communication Quarterly, 1 February 2015)

Product Details

ISBN-13:
9781118378458
Publisher:
Wiley
Publication date:
01/21/2014
Series:
Handbooks in Communication and Media
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
656
File size:
6 MB

What People are saying about this

From the Publisher
The Handbook of International Advertising Research 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.”  
                                                                                          Soontae An, Ewha Womans University

“Hong Cheng’s The Handbook of International Advertising Research 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.”                      
                                                               Katherine T. Frith, Southern Illinois University Carbondale

“Hong Cheng’s The Handbook of International Advertising Research offers an informative, thorough, and stimulating window into the past, present and future of research in this field.”
                                     Carrie La Ferle, Temerlin Advertising Institute, Southern Methodist University

“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!” 
                                                                                Barbara Mueller, San Diego State University

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