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The Handbook of International Advertising Research / edited by Hong Cheng.

Contributor(s): Material type: TextTextSeries: Handbooks in communication and mediaPublisher: Chichester : Wiley-Blackwell, 2014Description: xxxii, 623 pages ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • Volume
ISBN:
  • 9781444332377 (hbk.)
  • 1444332376 (hbk.)
Subject(s): Genre/Form: Additional physical formats: Print version:: Handbook of International Advertising Research.DDC classification:
  • 659.1072 22 H
LOC classification:
  • HF5814
Online resources:
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 659.1072 H (Browse shelf(Opens below)) Available 00011648

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.

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.

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