Table of Contents
List of Figures x List of Tables xi
Notes on Editor and Contributors xiii
Preface xxvi
Part I Historical and Methodological Underpinnings 1
1 International Advertising Research: A Historical Review 3 Gordon E. Miracle
2 Research Methods for International Advertising Studies: A Practical Guide 32 Charles R. Taylor and John B. Ford
Part II International Advertising Industry 49
3 The Economic Effects of Advertising: How Research Can Untangle Them 51 John Philip Jones
4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies 78 Kwangmi Ko Kim
5 Account Planning: International Perspectives 95 Padmini Patwardhan and Hemant Patwardhan
6 The State of Research on Media Planning, Buying, and Selling 111 Yunjae Cheong
Part III International Advertising Audience and Media 125
7 International and Cross-Cultural Consumer Behavior 127 Marieke de Mooij
8 Magazines and International Advertising 149 Katherine Frith and Kavita Karan
9 New Media and International Advertising 161 Ran Wei
10 Viral Advertising: A Conceptualization 184 Petya Eckler and Shelly Rodgers
Part IV International Advertising Creativity and Strategy 203
11 International Advertising Creativity 205 Sheila L. Sasser
12 Visual Rhetoric and International Advertising 238 Barbara J. Phillips and Edward F. McQuarrie
13 International Advertising Strategy 251 Stephen W. Marshall and Marilyn S. Roberts
Part V International Advertising Content 271
14 Cultural Messages in International Advertisements 273 Yuan Zhang
15 Gender-Role Portrayals in International Advertising 299 Ping Shaw, Martin Eisend, and Yue Tan
Part VI International Advertising Effects 313
16 Attention and Memory Effects of Advertising in an International Context 315 Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker
17 A Close Look at Research on Sex Appeal Advertising 338 Fang Liu
18 Celebrity Endorsement and International Advertising 353 Wei-Na Lee and Nam-Hyun Um
19 International Branding: Findings, Shifts, and Challenges 375 Fengru Li
Part VII International Advertising Law, Regulation, and Ethics 393
20 International Advertising Law and Regulation: A Research Review and Agenda – the Devil Is in the Details 395 Ross D. Petty
21 International Research on Advertising and Children 414 Kara Chan
22 Social Responsibility in International Advertising 434 Xiaoli Nan and Hye-Jin Paek
Part VIII Beyond International Commercial Advertising 455
23 Integrated Marketing Communication Research: Its Limited Past and Huge Potential 457 Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang
24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together 484 Barbara DeSanto and Curtis B. Matthews
25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool 510 Michelle R. Nelson and Alexandra M. Vilela
26 International Sponsorship Research 529 Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll. Pope, and Kevin E. Voges
27 Political Advertising in International Comparison 554 Christina Holtz-Bacha
28 International Advertising Education: Curriculum and Pedagogy 575 Frauke Hachtmann
Name Index 593
Subject Index 612