03201cam a2200541Ia 4500 ocn869520311 OCoLC 20171031100400.0 m o d cr cnu---unuuu 140131s2014 enka ob 001 0 eng d 9781118378465 (electronic bk.) 1118378466 (electronic bk.) 9781118378496 (electronic bk.) 1118378490 (electronic bk.) 1306403510 (ebk) 9781306403511 (ebk) DEBBG BV043396512 DEBSZ 431613915 GBVCP 790212056 NZ1 15495751 NZ1 15906626 (OCoLC)869520311 IDEBK eng pn IDEBK EBLCP MHW N$T DG1 CDX YDXCP OCLCF OCLCQ ORU RECBK WAU DEBSZ DEBBG OCLCQ MAIN HF5814 .H36 2014 BUS 002000 bisacsh 659.1072 22 Handbook of international advertising research / edited by Hong Cheng. [electronic resource] Chichester : Wiley-Blackwell, 2014. 1 online resource (xxxii, 623 pages) : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier Handbooks in communication and media Includes bibliographical references and indexes. 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. Print version record. Advertising Research. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising Research. fast (OCoLC)fst00797745 Electronic books. Cheng, Hong, 1958- editor. Print version: Handbook of International Advertising Research. Malden, Massachusetts : Wiley-Blackwell 2014 9781444332377 (OCoLC)874520707 Handbooks in communication and media. http://onlinelibrary.wiley.com/book/10.1002/9781118378465 Wiley Online Library ddc BK 207249 207249