Handbook of research on international advertising / [edited by] Shintaro Okazaki.
Detalles de publicación: Northampton, Mass. : Edward Elgar , 2012.Descripción: xxiii, 543 pages illustrations 24 centimetersTipo de contenido:- 9781848448582 (hardback)
- 659.1072 H2361 23
- HF5814 .H36 2012
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
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| Libro | Biblioteca de Mayagüez Sala de Referencia mb | HF5814 .H36 2012 (Navegar estantería(Abre debajo)) | Disponible | 50000003238812 | ||||||||||||||
| Referencia | Biblioteca Encarnación Valdés Sala de Referencia bev | 659.1072 H2361 (Navegar estantería(Abre debajo)) | Disponible | 80000002488305 |
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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.
The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising.
Includes bibliographical references and index.
Cover; Copyright; Contents; About the editor; Contributors; Foreword; Preface; PART I LEADING THOUGHTS; 1 Best practices for cross-cultural advertising research: are the rules being followed?; 2 Understanding the role of culture in advertising; 3 Adoption of global consumer culture: the road to global brands; PART II CULTURE; 4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach; 5 Typologies of cultural dimensions and their applicability to international advertising; 6 Culture and the mind: implications for art, design and advertisement. PART III RETROSPECTIVE7 Advertising and consumer culture in Old Shanghai; 8 Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach; 9 Twenty years on -- retailer advertising during and since the fall of the Soviet Union: Tallinna Kaubamaja, "Estonia's Department Store"; PART IV RESEARCH METHOD; 10 International advertising research: conceptual and methodological issues; 11 Sampling in international advertising research; 12 Using partial least squares path modeling in advertising research: basic concepts and recent issues. PART V THE DIGITALIN FORMATION AGE13 International advertising theory and methodology in the digital information age; 14 Online advertising: a cross-cultural synthesis; 15 The role of e-WOM in international communication; PART VI CROSS-CULTURAL COMPARISON; 16 A comparative study of corporatere putation between China and developed Western countries; 17 Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity; 18 Social media usage and responses to social media advertising in emerging and developed economies; PART VII SOCIAL INTERACTION. 19 Raising the golden arches: advertising's role in the socialization of the world20 Transnational trust in advertising media; 21 The relation between gender and cultural orientation and its implications for advertising; PART VIIII MC AND THE GLOBAL MARKET; 22 The importance and relevance of integrated marketing communications: a global perspective; 23 Analysis of the relationship between advertisers and advertising agencies in the global market; Index.
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.