Screen LibraryHandbook 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 age...
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| Literature type: | Electronic eBook |
| Language: | English |
| Series: |
Handbooks in communication and media
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| Online Access: |
http://onlinelibrary.wiley.com/book/10.1002/9781118378465 |
| 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. It 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. It 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. The book 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. |
| Carrier Form: | 1 online resource (xxxii, 623 pages) illustrations. |
| Bibliography: | Includes bibliographical references and indexes. |
| ISBN: |
9781118378465 1118378466 9781118378496 1118378490 1306403510 9781306403511 |
| Index Number: | HF5814 |
| CLC: | F713.8 |