TY  - BOOK
AU  - Cheng,Hong
ED  - Ohio Library and Information Network.
TI  - The Handbook of International Advertising Research
T2  - Handbooks in communication and media
SN  - 9781444332377 (hbk.)
AV  - HF5814 
U1  - 659.1072 22
PY  - 2014///
CY  - Chichester
PB  - Wiley-Blackwell
KW  - Advertising
KW  - Research
KW  - Electronic books
N1  - Business bookfair2015; Part I. Historical and methodological underpinnings --
Part II. International advertising industry --
Part III. International advertising audience and media --
Part IV. International advertising creativity and strategy --
Part V. International advertising content --
Part VI. International advertising effects --
Part VII. International advertising law, regulation, and ethics --
Part VIII. Beyond international commercial advertising; Available to OhioLINK Libraries
N2  - 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 areaCovers 28 major areas in international advertising research, with contributions from more than 40 international adv
UR  - http://dx.doi.org/10.1002/9781118378465
UR  - http://proxy.ohiolink.edu:9099/login?url=http://dx.doi.org/10.1002/9781118378465
ER  -