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/or a social force that disseminates commercial or, sometimes, noncommercial messages to target audiences in one or more foreign countries. The book 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, this handbook will undoubtedly become an indispensible guide for students and academics interested in systematic and in-depth reviews and critiques of the existing research on international advertising.