Handbook of International Advertising Research
| Other author | Cheng, Hong Editor |
| Format | Electronic |
| Publication Info | Wiley-Blackwell [Imprint] Hoboken : John Wiley & Sons, Incorporated |
| Description | 656 p. 24.400 x 017.000 cm. |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| Series | Handbooks in Communication and Media Ser. |
| Summary | Annotation This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbooks 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 advertising scholars based in over 10 countries or territoriesComprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising educationHighlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future researchContributors represent the most highly respected academics among international advertising researchers |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| ISBN | 9781444332377 |
| ISBN | 1444332376 (Trade Cloth) Forthcoming |
| Standard identifier# | 9781444332377 |
| Stock number | 00028608 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |