Cheng, Hong 1958- editor. text bibliography Electronic books. enk Chichester Wiley-Blackwell 2014 monographic eng

electronic resource

1 online resource (xxxii, 623 pages) : illustrations. 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. edited by Hong Cheng. Includes bibliographical references and indexes. Advertising Research BUSINESS & ECONOMICS Advertising & Promotion Advertising Research HF5814 .H36 2014 659.1072 Malden, Massachusetts : Wiley-Blackwell 2014 (OCoLC)874520707 9781118378465 1118378466 9781118378496 1118378490 1306403510 9781306403511 http://onlinelibrary.wiley.com/book/10.1002/9781118378465 http://onlinelibrary.wiley.com/book/10.1002/9781118378465 IDEBK 140131 20171031100400.0 ocn869520311 eng