The Handbook of International Advertising Research

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