This timely handbook brings academic excellence to internationaladvertising research in the form of 28 contributions from over 40leading scholars. The handbook's comprehensive treatmenthighlights existing knowledge, reports major findings across thesubject, and recommends directions and agendas for futureresearch.
* Fills the existing gap between the rapid growth in scholarlyresearch on international advertising and the pressing need formore high-quality research in the area
* Covers 28 major areas in international advertising research,with contributions from more than 40 international advertisingscholars based in over 10 countries or territories
* Comprehensive treatment includes the history of internationaladvertising, audiences and media, strategy and execution, contenteffects, regulation, ethics, and advertising education
* Highlights existing knowledge in international advertising,reports major findings on a broad range of topics, and offersexpert recommendations on directions for future research
* Contributors represent the most highly respected academicsamong international advertising researchers