The Handbook of International Advertising Research

Hong Cheng editor

Format:Hardback

Publisher:John Wiley and Sons Ltd

Published:21st Mar '14

Currently unavailable, and unfortunately no date known when it will be back

The Handbook of International Advertising Research cover

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.

  • 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
  • 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
  • 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
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The Handbook of International Advertising Research, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell’s series, Handbooks in Communication and Media."  (Journalism and Mass Communication Quarterly, 1 February 2015)

ISBN: 9781444332377

Dimensions: 246mm x 178mm x 38mm

Weight: 1111g

656 pages