The Handbook of Research on International Advertising presents the
latest thinking, experiences and results in a wide variety of areas
in international advertising. It incorporates those visions and
insights into areas that have seldom been touched in prior
international advertising research, such as research in digital
media, retrospective research, cultural psychology, and innovative
methodologies. Forming a major reference tool, the Handbook
provides comprehensive coverage of the area, including entries on:
theoretical advances in international advertising research, culture
and its impact on advertising effectiveness, online media strategy
in global advertising, methodological issues in international
advertising, effectiveness of specific creative techniques, global
advertising agencies, international perspectives of corporate
reputation, transnational trust, global consumer cultural
positioning, and performance of integrated marketing
communications, among others. Researchers, students and
practitioners in the fields of marketing, advertising,
communication, and media management will find this important and
stimulating resource invaluable.
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