Name: The Handbook Of International Advertising Research
Brand: Wiley
SKU: 9781444332377
Price: 14817.0 INR
Availability: InStock

The Handbook Of International Advertising Research

by Hong Cheng

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ISBN13: 9781444332377
Binding: Hardcover
Subject: Communication, Mass Media and Journalism
Publisher: Wiley
Publisher Imprint: Wiley-Blac
Publication Date: January 1, 2014
Pages: 623
Original Price: USD 231.95
Language: English
Edition: N/A
Item Weight: 1157 grams
BISAC Subject(s): Communication Studies and Advertising & Promotion

About The Book

From the Back Cover

As a driving force of globalization, international advertising is ubiquitous in many parts of the world today. Its practice and impact undoubtedly warrants more scholarly investigations. This timely and much-needed handbook addresses a gap between the rapid growth in the output of scholarly research on international advertising and the pressing need for further high-quality research.

In this handbook, international advertising is defined as a communication process, a business practice, and/or a social force that disseminates commercial or, sometimes, noncommercial messages to target audiences in one or more foreign countries. The book successfully offers:

- A summary of existing knowledge in international advertising, including theories tested or being formulated, and methodologies used or under development.
- A report of major findings on a variety of topics in international advertising research.
- Directions and recommendations for future research on international advertising.

With its broad scope and unique focus, this handbook will undoubtedly become an indispensible guide for students and academics interested in systematic and in-depth reviews and critiques of the existing research on international advertising.

About The Author

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.

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