The Handbook of International Advertising Research (PDF)
(Sprache: Englisch)
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...
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...
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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
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
Autoren-Porträt
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.
Bibliographische Angaben
- 2014, 1. Auflage, 656 Seiten, Englisch
- Herausgegeben: Hong Cheng
- Verlag: John Wiley & Sons
- ISBN-10: 1118378490
- ISBN-13: 9781118378496
- Erscheinungsdatum: 21.01.2014
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Englisch
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