The Handbook of International Advertising Research (eBook)

Hong Cheng (Herausgeber)

eBook Download: PDF | EPUB

2014
John Wiley & Sons (Verlag)
978-1-118-37845-8 (ISBN)

Infos

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

Hong Cheng is Professor and Director of the Richard T. Robertson School of Media and Culture (formerly the School of Mass Communications) at Virginia Commonwealth University. His work includes Becoming a Media Savvy Student (co-authored with Guofang Wan, 2004); Advertising and Chinese Society: Issues and Impacts (co-edited with Kara Chan, 2009); and Social Marketing for Public Health: Global Trends and Success Stories (co-edited with Philip Kotler and Nancy Lee, 2011). He is a former head of AEJMC’s Advertising Division and International Communication Division, a current associate editor of Journalism and Mass Communication Quarterly, and the chair-elect of the National Education Executive Committee of the American Advertising Federation.

Inhalt

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

Rezensionen

"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)

"The Handbook of International Advertising Research
eloquently captures the entire spectrum of international
advertising with a wealth of insightful information. It is an
excellent resource for advertising scholars and students in this
increasingly globalized market
environment."


Soontae An, Ewha Womans University

"Hong Cheng's The Handbook of International
Advertising Research is a major work that makes an inestimable
contribution to the scholarly literature on international
advertising. This anthology of original essays by a world-renowned
group of scholars speaks to the powerful influence of global
advertising and should remain a long-lasting reference point for
future advertising
researchers."

Katherine
T. Frith, Southern Illinois University Carbondale

"Hong Cheng's The Handbook of International
Advertising Research offers an informative, thorough, and
stimulating window into the past, present and future of research in
this field."

Carrie
La Ferle, Temerlin Advertising Institute, Southern Methodist
University

"This text covers the topic of international advertising
research from A to Z. It takes the reader from historical
perspectives all the way to viral media. Nearly 50 contributors
- all world-renowned scholars - present the latest
thinking, research and results in the field of international
advertising. A most impressive contribution!"


Barbara Mueller, San Diego State University

Textauszug

Notes on Editor and Contributors

Hong Cheng (Editor) (PhD, Pennsylvania State University) is Professor and Director of the Richard T. Robertson School of Media and Culture (formerly the School of Mass Communications) at Virginia Commonwealth University. He came to VCU in summer 2013 after teaching at Ohio University for nine years. His research interests center on cross-cultural advertising, global branding, and social marketing. His works have appeared in Asian Journal of Communication, International Journal of Advertising, International Marketing Review, Journal of Advertising Research, Journal of Communication, Journalism and Mass Communication Quarterly, Mass Communication and Society, and Sex Roles, among others, and as a number of book chapters. He co-authored (with G. Wan, 2004) Becoming a Media Savvy Student, and co-edited (with K. Chan, 2009) Advertising and Chinese Society: Issues and Impacts and (with P. Kotler & N. Lee, 2011) Social Marketing for Public Health: Global Trends and Success Stories. He is a former associate editor of the Asian Journal of Communication, a former head of the Advertising Division and the International Communication Division of the Association for Education in Journalism and Mass Communication, and a former secretary of the American Academy of Advertising. Currently, he is an associate editor of Journalism and Mass Communication Quarterly, the chair-elect of the National Education Executive Committee of the American Advertising Federation, and a chair professor of Xiamen University in China.

 

Ellen L. Bloxsome took her undergraduate degrees in Sociology and Marketing at Murdoch University in Australia and received her PhD from Queensland University of Technology in 2012.

 

Mark R. Brown completed his PhD in Marketing at Griffith University in Australia. He is a regular co-author with Nigel Pope and Kevin Voges. Their work has appeared in the Journal of Advertising and the European Journal of Marketing. His major research interest is advertising.

 

Kara Chan (PhD, City University of Hong Kong) is Professor at the Department of Communication Studies at Hong Kong Baptist University. Her research interests include cross-cultural advertising, media discourse, and consumer behavior. She is co-author of the book Advertising to Children in China (2004), editor of Advertising and Hong Kong Society (2006), co-editor of Advertising and Chinese Society: Issues and Impacts (2009), and author of Youth and Consumption (2010). She has worked for more than 10 years in the advertising and public relations industry and as a statistician for the Hong Kong Government before joining academia.

 

Yunjae Cheong (PhD, The University of Texas at Austin) is an Associate Professor in the School of Media Communication at Hankuk University of Foreign Studies, Seoul, South Korea. Her research interests focus on advertising media planning with an emphasis on the media exposure model and the evaluations of advertising media spending efficiency. Her work has appeared in such journals as the Journal of Advertising, Journal of Advertising Research, and the International Journal of Advertising, among others.

 

Marieke de Mooij, PhD, lives in the Netherlands and is a consultant in cross-cultural communications. She advises both companies and advertising agencies on international branding, research, and advertising. As a profesora asociada she has been teaching international advertising at the University of Navarra, Spain. She is the author of several publications on the influence of culture on marketing, advertising, and consumer behavior. Her book Global Marketing and Advertising, Understanding Cultural Paradoxes (4th ed., 2014) is used by practitioners and universities worldwide. Another book, Consumer Behavior and Culture (2nd ed., 2011), focuses on consumer behavior.

 

Patrick De Pelsmacker (PhD, Ghent University) is Professor of Marketing at the University of Antwerp, Faculty of Applied Economics, Marketing Department and at Ghent University, Faculty of Economics and Business Administration, Marketing Department. His research interests include advertising effectiveness, advertising in new media, consumer behavior, branding, and ethical marketing. His publications have appeared in, amongst others, International Journal of Research in Marketing, Journal of Advertising, International Journal of Advertising, Journal of Interactive Marketing, Psychology & Marketing, Marketing Letters, Journal of Business Research, Journal of Business Ethics, Journal of Consumer Affairs, Cyberpsychology and Behavior, and Accident Analysis & Prevention. He is currently an associate editor of Journal of Advertising and Journal of Marketing Communications. He is also on the editorial boards of International Journal of Advertising and Journal of Public Policy and Marketing.

 

Nathalie Dens (PhD, University of Antwerp) is Assistant Professor of Marketing at the University of Antwerp, Faculty of Applied Economics, Marketing Department. Her research focuses on advertising effectiveness for different marketing communication formats and branding strategies. Her doctoral dissertation was an examination of effective advertising and branding strategies for new product introductions. Currently, she is working on a series of studies on different communication formats, such as online reviews, social media, and brand placements. She has published in internationally peer-reviewed journals such as Accident Analysis & Prevention, Health Communication, International Journal of Advertising, Journal of Brand Management, Journal of Business Research, Journal of Marketing Communications, Marketing Letters, and Sex Roles: A Journal of Research. She serves as an ad hoc reviewer for a number of journals and is a member of the editorial boards of the International Journal of Advertising and Journal of Business Research.

 

Barbara DeSanto, APR, Fellow PRSA, teaches and writes in the A. Q. Miller School of Journalism and Mass Communications at Kansas State University. DeSanto’s research areas include public relations management, public relations curriculum development, and public relations management roles. DeSanto earned her doctorate from Oklahoma State University in 1995 and has recently published Public Relations: A Managerial Perspective with co-author Dr. Danny Moss, University of Chester, UK. DeSanto is active in the Association for Education in Journalism and Mass Communication (AEJMC) and the Public Relations Society of America (PRSA).

 

Petya Eckler (PhD, University of Missouri) is a Lecturer in Journalism in the School of Humanities at the University of Strathclyde in Glasgow. Her research interests include health communication, electronic word of mouth and social media, and international communication. Lately, Eckler has examined how peer-to-peer communication about health through interactive online platforms and social media influences health attitudes and outcomes, as well as how healthcare institutions use social media. Her work has appeared in the Journal of Interactive Advertising, PM&R, Communication Yearbook, Journalism, Communication Studies, and in two books, Health Communication in the New Media Landscape and Media Psychology.

 

Martin Eisend is Professor of Marketing at European University Viadrina in Frankfurt (Oder), Germany. He earned a doctoral degree at Free University Berlin, Germany. His research activities center on marketing communication and methods of empirical generalization. His research has been published in Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Marketing Letters, Journal of Advertising, and other journals.

 

John B. Ford (PhD, University of Georgia) is Eminent Scholar and Professor of Marketing and International Business at Old Dominion University in Norfolk, Virginia. He is Past President of the Academy of Marketing Science. His research focuses on cross-cultural advertising strategy issues. In particular, he has specialized in viewer perceptions of sex role portrayals in international advertising, and more recently he has focused on problems inherent in cross-cultural advertising research. His work has been published in a wide variety of journals, including Journal of Advertising Research, Journal of Advertising, International Journal of Advertising, Journal of Marketing Communications, Journal of Business Research, and Journal of the Academy of Marketing Science.

 

Katherine Frith is Professor in the School of Journalism at Southern Illinois University Carbondale. She came to SIU after teaching in Singapore for 8 years at Nanyang Technological University. She received her Doctorate in Education from the University of Massachusetts in Amherst and served as the Chair of the Advertising and Public Relations Program in the College of Communications at the Pennsylvania State University from 1988 to 1994. Her teaching areas include international advertising, social and cultural impacts of...

Produkt-Details

• Erscheint lt. Verlag: 21.1.2014
• Reihe/Serie: Handbooks in Communication and Media
• Reihe/Serie: Handbooks in Communication and Media
• Reihe/Serie: Handbooks in Communication and Media
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Gesundheit / Leben / Psychologie ► Lebenshilfe / Lebensführung
• Themenwelt: Mathematik / Informatik ► Informatik ► Theorie / Studium
• Themenwelt: Naturwissenschaften
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
• Themenwelt: Sozialwissenschaften ► Soziologie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Öffentlichkeitsarbeit u. Werbung • Communication & Media Studies • communication and media, communication studies, mass communications, audience, regulation ethics, advertising education, marketing, reference, research, scholarship, advertising education, global marketing, communication and society, IMC, integrated marketing communications, advertising in China • Kommunikation u. Medienforschung • Mass communication • Massenkommunikation • Öffentlichkeitsarbeit u. Werbung • Public Relations & Advertising
• ISBN-10: 1-118-37845-8 / 1118378458
• ISBN-13: 978-1-118-37845-8 / 9781118378458