The Handbook of International Advertising Research
Handbooks in Communication and Media 1. Aufl.
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
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
“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)
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.
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.
“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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