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 ...
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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 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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What People Are Saying

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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Product Details

Meet the Author

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.

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Table of Contents

List of Figures x

List of Tables xi

Notes on Editor and Contributors xiii

Preface xxvi

Part I Historical and Methodological Underpinnings 1

1 International Advertising Research: A Historical Review 3
Gordon E. Miracle

2 Research Methods for International Advertising Studies: A Practical Guide 32
Charles R. Taylor and John B. Ford

Part II International Advertising Industry 49

3 The Economic Effects of Advertising: How Research Can Untangle Them 51
John Philip Jones

4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies 78
Kwangmi Ko Kim

5 Account Planning: International Perspectives 95
Padmini Patwardhan and Hemant Patwardhan

6 The State of Research on Media Planning, Buying, and Selling 111
Yunjae Cheong

Part III International Advertising Audience and Media 125

7 International and Cross-Cultural Consumer Behavior 127
Marieke de Mooij

8 Magazines and International Advertising 149
Katherine Frith and Kavita Karan

9 New Media and International Advertising 161
Ran Wei

10 Viral Advertising: A Conceptualization 184
Petya Eckler and Shelly Rodgers

Part IV International Advertising Creativity and Strategy 203

11 International Advertising Creativity 205
Sheila L. Sasser

12 Visual Rhetoric and International Advertising 238
Barbara J. Phillips and Edward F. McQuarrie

13 International Advertising Strategy 251
Stephen W. Marshall and Marilyn S. Roberts

Part V International Advertising Content 271

14 Cultural Messages in International Advertisements 273
Yuan Zhang

15 Gender-Role Portrayals in International Advertising 299
Ping Shaw, Martin Eisend, and Yue Tan

Part VI International Advertising Effects 313

16 Attention and Memory Effects of Advertising in an International Context 315
Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker

17 A Close Look at Research on Sex Appeal Advertising 338
Fang Liu

18 Celebrity Endorsement and International Advertising 353
Wei-Na Lee and Nam-Hyun Um

19 International Branding: Findings, Shifts, and Challenges 375
Fengru Li

Part VII International Advertising Law, Regulation, and Ethics 393

20 International Advertising Law and Regulation: A Research Review and Agenda – the Devil Is in the Details 395
Ross D. Petty

21 International Research on Advertising and Children 414
Kara Chan

22 Social Responsibility in International Advertising 434
Xiaoli Nan and Hye-Jin Paek

Part VIII Beyond International Commercial Advertising 455

23 Integrated Marketing Communication Research: Its Limited Past and Huge Potential 457
Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang

24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together 484
Barbara DeSanto and Curtis B. Matthews

25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool 510
Michelle R. Nelson and Alexandra M. Vilela

26 International Sponsorship Research 529
Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll. Pope, and Kevin E. Voges

27 Political Advertising in International Comparison 554
Christina Holtz-Bacha

28 International Advertising Education: Curriculum and Pedagogy 575
Frauke Hachtmann

Name Index 593

Subject Index 612

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