TY - BOOK ID - 135227661 TI - Handbook of research on international advertising PY - 2012 SN - 9781781001042 1781001049 9781783476015 9781783476015 PB - Cheltenham, UK ; Northampton, MA : Edward Elgar DB - UniCat KW - Advertising KW - Marketing research KW - Research UR - https://www.unicat.be/uniCat?func=search&query=sysid:135227661 AB - "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"--Provided by publisher. ER -