Handbook of Research on Global Perspectives on International Advertising - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Research on Global Perspectives on International Advertising write by Krom, Ipek. This book was released on 2022-06-24. Handbook of Research on Global Perspectives on International Advertising available in PDF, EPUB and Kindle. International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.
Handbook of Research on International Advertising
Handbook of Research on International Advertising - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Research on International Advertising write by Shintaro Okazaki. This book was released on 2012-01-01. Handbook of Research on International Advertising available in PDF, EPUB and Kindle. 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Global Perspectives on International Advertising
Global Perspectives on International Advertising - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Perspectives on International Advertising write by Ipek Krom. This book was released on 2022. Global Perspectives on International Advertising available in PDF, EPUB and Kindle. "This book of contributed chapters gives a global perspective on international advertising from countries/regions from around the world, giving an overview of the advertising industry from the perspective of geopolitics, socio-politics, economics and culture of the country/region"--
Handbook of Research on Effective Advertising Strategies in the Social Media Age
Handbook of Research on Effective Advertising Strategies in the Social Media Age - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Research on Effective Advertising Strategies in the Social Media Age write by Ta?k?ran, Nurdan Öncel. This book was released on 2015-02-28. Handbook of Research on Effective Advertising Strategies in the Social Media Age available in PDF, EPUB and Kindle. Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.
The Handbook of International Advertising Research
The Handbook of International Advertising Research - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Handbook of International Advertising Research write by Hong Cheng. This book was released on 2014-01-21. The Handbook of International Advertising Research available in PDF, EPUB and Kindle. 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
