The Handbook of International Advertising Research

As a driving force of globalization, international advertising is ubiquitous in many parts of the world today. Its practice and impact undoubtedly warrants more scholarly investigations.  This timely and much–needed handbook addresses a gap between the rapid growth in the output of scholarly research on international advertising and the pressing need for further high–quality research. In this handbook, international advertising is defined as a communication process, a business practice, and a social force that disseminates commercial messages to target audiences in one or more foreign countries. The handbook successfully offers: A summary of existing knowledge in international advertising, including theories tested or being formulated, and methodologies used or under development. A report of major findings on a variety of topics in international advertising research. Directions and recommendations for future research on international advertising. With its broad scope and unique focus, it will undoubtedly become an indispensible guide for students and academics interested in systematic and in–depth reviews and critiques of existing research on international advertising.

1. International Advertising Research: A Historical Review. Gordon E. Miracle 2. Research Methods for International Advertising Studies: A Practical Guide Charles R. Taylor and John B. Ford 3. The Economic Effects of Advertising: How Research Can Untangle Them John Philip Jones 4. Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies Kwangmi Ko Kim 5. Account Planning: International Perspectives Padmini Patwardhan and Hemant Patwardhan 6. The State of Research on Media Planning, Buying, and Selling Yunjae Cheong 7. International and Cross–Cultural Consumer Behavior Marieke de Mooij 8. Magazines and International Advertising Katherine Frith and Kavita Karan 9. New Media and International Advertising Ran Wei 10. Viral Advertising: A Conceptualization  Petya Eckler and Shelly Rodgers 11. International Advertising Creativity Sheila L. Sasser 12. Visual Rhetoric and International Advertising Barbara J. Phillips and Edward F. McQuarrie 13. International Advertising Strategy Stephen W. Marshall and Marilyn S. Roberts 14. Cultural Messages in International Advertisements Yuan Zhang 15. Gender–Role Portrayals in International Advertising Ping Shaw, Martin Eisend, and Yue Tan 16. Attention and Memory Effects of Advertising in an International Context Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker 17. A Close Look at Sex Appeal Advertising Research Fang Liu 18. Celebrity Endorsements and International Advertising Wei–Na Lee and Nam–Hyun Um 19. International Branding: Finding, Shifts, and Challenges Fengru Li 20. International Advertising Law and Regulation: A Research Review and Agenda – the Devil is in the Details Ross D. Petty 21. International Research on Advertising and Children Kara Chan 22. Social Responsibility in International Advertising Xiaoli Nan and Hye–Jin Paek 23. Integrated Marketing Communication Research: Its Limited Past and Huge Potential  Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang 24. Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together Barbara DeSanto and Curtis B. Mathews 25. Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool Michelle R. Nelson and Alexandra M. Vilela 26. International Sponsorship Research Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll Pope, and Kevin Voges 27. Political Advertising in International Comparison   Christina Holtz–Bacha 28. International Advertising Education: Curriculum and Pedagogy Frauke Hachtmann

Hong Cheng is a professor of advertising in the E. W. Scripps School of Journalism at Ohio 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, and a current associate editor of Journalism and Mass Communication Quarterly .