ISBN: 9781118378496
This timely handbook brings academic excellence to internationaladvertising research in the form of 28 contributions from over 40leading scholars. The handbook`s comprehensive treatmenthi… Mehr…
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ISBN: 9781118378496
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… Mehr…
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2014, ISBN: 9781118378496
eBooks, eBook Download (EPUB,PDF), 1. Auflage, [PU: John Wiley & Sons], John Wiley & Sons, 2014
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[ED: 1], 1. Auflage, eBook Download (EPUB,PDF), eBooks, [PU: John Wiley & Sons]
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ISBN: 9781118378496
This timely handbook brings academic excellence to internationaladvertising research in the form of 28 contributions from over 40leading scholars. The handbook`s comprehensive treatmenthi… Mehr…
ISBN: 9781118378496
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… Mehr…
2014
ISBN: 9781118378496
eBooks, eBook Download (EPUB,PDF), 1. Auflage, [PU: John Wiley & Sons], John Wiley & Sons, 2014
2014, ISBN: 9781118378496
[ED: 1], 1. Auflage, eBook Download (EPUB,PDF), eBooks, [PU: John Wiley & Sons]
2014, ISBN: 9781118378496
[ED: 1], Auflage, eBook Download (EPUB,PDF), eBooks, [PU: Wiley-Blackwell]
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Detailangaben zum Buch - The Handbook of International Advertising Research
EAN (ISBN-13): 9781118378496
ISBN (ISBN-10): 1118378490
Erscheinungsjahr: 2014
Herausgeber: John Wiley & Sons
Buch in der Datenbank seit 2014-09-27T19:39:55+02:00 (Berlin)
Detailseite zuletzt geändert am 2023-01-13T16:19:24+01:00 (Berlin)
ISBN/EAN: 9781118378496
ISBN - alternative Schreibweisen:
1-118-37849-0, 978-1-118-37849-6
Alternative Schreibweisen und verwandte Suchbegriffe:
Autor des Buches: cheng, chen, ruhwinkel, alain
Titel des Buches: advertising, the handbook
Daten vom Verlag:
Autor/in: Hong Cheng
Titel: Handbooks in Communication and Media; The Handbook of International Advertising Research
Verlag: Wiley-Blackwell; John Wiley & Sons
656 Seiten
Erscheinungsjahr: 2014-01-21
Sprache: Englisch
139,99 € (DE)
Not available (reason unspecified)
EA; E107; E-Book; Nonbooks, PBS / Medien, Kommunikation; Kultur- und Medienwissenschaften; Communication & Media Studies; Kommunikation u. Medienforschung; Mass Communication; Massenkommunikation; Öffentlichkeitsarbeit u. Werbung; Public Relations & Advertising; Öffentlichkeitsarbeit u. Werbung; Massenkommunikation; BB
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 Review3 Gordon E. Miracle 2 Research Methods for International Advertising Studies: APractical Guide 32 Charles R. Taylor and John B. Ford Part II International Advertising Industry 49 3 The Economic Effects of Advertising: How Research Can UntangleThem 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 Selling111 Yunjae Cheong Part III International Advertising Audience and Media125 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 Strategy203 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 anInternational 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 Challenges375 Fengru Li Part VII International Advertising Law, Regulation, andEthics 393 20 International Advertising Law and Regulation: A ResearchReview 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 Advertising455 23 Integrated Marketing Communication Research: Its Limited Pastand Huge Potential 457 Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang 24 Sibling Rivalry: How Public Relations and AdvertisingContinue 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 Pedagogy575 Frauke Hachtmann Name Index 593 Subject Index 612Weitere, andere Bücher, die diesem Buch sehr ähnlich sein könnten:
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9781118378458 The Handbook of International Advertising Research (Hong Cheng)
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