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020 _a9781118378465
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020 _a1118378466
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020 _a9781118378496
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020 _a1118378490
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020 _a9781306403511
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035 _a(OCoLC)869520311
040 _aIDEBK
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049 _aMAIN
050 4 _aHF5814
_b.H36 2014
072 7 _aBUS
_x002000
_2bisacsh
082 0 4 _a659.1072
_222
245 0 0 _aHandbook of international advertising research /
_cedited by Hong Cheng.
264 1 _aChichester :
_bWiley-Blackwell,
_c2014.
300 _a1 online resource (xxxii, 623 pages) :
_billustrations.
336 _atext
_2rdacontent
337 _acomputer
_2rdamedia
338 _aonline resource
_2rdacarrier
490 0 _aHandbooks in communication and media
504 _aIncludes bibliographical references and indexes.
520 _aThis 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.
650 0 _aAdvertising
_xResearch.
655 4 _aElectronic books.
700 1 _aCheng, Hong,
_d1958-
_eeditor.
856 4 0 _uhttps://eresourcesptsl.ukm.remotexs.co/user/login?url=https://doi.org/10.1002/9781118378465
907 _a.b1681597x
_b2022-09-21
_c2020-07-17
942 _n0
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