International Advertising Handbook

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Handbook of Research on International Advertising

Author : Shintaro Okazaki
Publisher : Edward Elgar Publishing
ISBN 13 : 1781001049
Total Pages : 577 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook of Research on International Advertising by : Shintaro Okazaki

Download or read book Handbook of Research on International Advertising written by Shintaro Okazaki and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: '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.

The Handbook of International Advertising Research

Author : Hong Cheng
Publisher : John Wiley & Sons
ISBN 13 : 1118378458
Total Pages : 574 pages
Book Rating : 4.1/5 (183 download)

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Book Synopsis The Handbook of International Advertising Research by : Hong Cheng

Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

The Global Advertising Regulation Handbook

Author : Mary Alice Shaver
Publisher : Routledge
ISBN 13 : 1317456580
Total Pages : 296 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis The Global Advertising Regulation Handbook by : Mary Alice Shaver

Download or read book The Global Advertising Regulation Handbook written by Mary Alice Shaver and published by Routledge. This book was released on 2014-12-18 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. Not only businesses but consumers and students as well need to understand the workings of advertising and its regulation in worldwide markets. This book is designed to fill this need for students and professionals. The book takes a thorough and critical view of the process in 21 countries, representing four continents of developed countries. An important feature of this handbook is the consistent, carefully plotted format of each chapter, facilitating easy access to key information. For each country, the chapters cover the following: form of government history of regulation along with current operating regulation systems route/manner in which cases are brought forward to regulating bodies advertising codes, if any, and how they work amount of money spent on advertising by year consumerism and its role in advertising specific regulation of advertising to children, health advertising and tobacco advertising sanctions and control of advertising found inadmissible position of commercial speech in country--if any Countries included are Argentina, Australia, Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark, Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain, Sweden, the United States, and the United Kingdom. Each chapter's contributing author is a known expert in advertising with a particular insight on that country's language, culture, and advertising industry.

The Advertising Handbook

Author : Sean Brierley
Publisher : Routledge
ISBN 13 : 1317192273
Total Pages : 331 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis The Advertising Handbook by : Sean Brierley

Download or read book The Advertising Handbook written by Sean Brierley and published by Routledge. This book was released on 2018-02-28 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Author : Ta?k?ran, Nurdan Öncel
Publisher : IGI Global
ISBN 13 : 1466681268
Total Pages : 509 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Handbook of Research on Effective Advertising Strategies in the Social Media Age by : Ta?k?ran, Nurdan Öncel

Download or read book Handbook of Research on Effective Advertising Strategies in the Social Media Age written by Ta?k?ran, Nurdan Öncel and published by IGI Global. This book was released on 2015-02-28 with total page 509 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Advertising Handbook

Author : Sean Brierley
Publisher : Routledge
ISBN 13 : 113484283X
Total Pages : 288 pages
Book Rating : 4.1/5 (348 download)

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Book Synopsis The Advertising Handbook by : Sean Brierley

Download or read book The Advertising Handbook written by Sean Brierley and published by Routledge. This book was released on 2005-08-04 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources

Handbook of Research in International Marketing

Author : Subhash C. Jain
Publisher : Edward Elgar Publishing
ISBN 13 : 1849806128
Total Pages : 433 pages
Book Rating : 4.8/5 (498 download)

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Book Synopsis Handbook of Research in International Marketing by : Subhash C. Jain

Download or read book Handbook of Research in International Marketing written by Subhash C. Jain and published by Edward Elgar Publishing. This book was released on 2011 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.

The Management of International Advertising

Author : Erdener Kaynak
Publisher : Praeger
ISBN 13 :
Total Pages : 310 pages
Book Rating : 4.:/5 (318 download)

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Book Synopsis The Management of International Advertising by : Erdener Kaynak

Download or read book The Management of International Advertising written by Erdener Kaynak and published by Praeger. This book was released on 1989-11-09 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: The recent trend toward a multifaceted business environment that is global rather than strictly national in nature makes it increasingly important for advertising and communication professionals to understand the principles and practices of marketing and advertising planning in international markets. Kaynak presents both a comprehensive guide to the social, cultural, technological, political, and economic influences that affect the international advertising business and a practical handbook on specific advertising processes and practices. The author shows that in most cases, advertising systems, practices, and procedures vary from one country to another and that these differences are related to differences in the respective countries' demographic, socio-economic, cultural, and technological development. Kaynak fully examines these different approaches, offering the reader a detailed and practical look at how advertising is done in other countries and why it is done that way. Among the topics Kaynak treats in-depth are the internationalization of advertising agencies, the legal restraints on international advertising, and the relationship between advertising and socio-economic development. Case examples of international, multinational and transnational firms and advertising agencies are used to illustrate the transition from a general international advertising planning approach to specific international advertising policy and strategy development. Separate chapters devoted to comparative advertising systems and cross-cultural/national advertising explore the reasons for similarities and differences in advertising practices and examine in detail particular advertising strategies and tactics. Throughout, Kaynak takes into account the practical concerns of advertising professionals, making this an excellent resource for both current and aspiring advertising managers and executives.

Handbook of Marketing Decision Models

Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 621 pages
Book Rating : 4.3/5 (877 download)

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Book Synopsis Handbook of Marketing Decision Models by : Berend Wierenga

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-05 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Global Marketing and Advertising

Author : Marieke de Mooij
Publisher : SAGE
ISBN 13 : 1526453517
Total Pages : 603 pages
Book Rating : 4.5/5 (264 download)

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Book Synopsis Global Marketing and Advertising by : Marieke de Mooij

Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE. This book was released on 2018-10-27 with total page 603 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

International Libel and Privacy Handbook

Author : Charles J. Glasser, Jr.
Publisher : John Wiley & Sons
ISBN 13 : 1118420497
Total Pages : 594 pages
Book Rating : 4.1/5 (184 download)

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Book Synopsis International Libel and Privacy Handbook by : Charles J. Glasser, Jr.

Download or read book International Libel and Privacy Handbook written by Charles J. Glasser, Jr. and published by John Wiley & Sons. This book was released on 2013-01-31 with total page 594 pages. Available in PDF, EPUB and Kindle. Book excerpt: An indispensable survival guide for anyone in the media industry and the lawyers who serve them Especially now, in an age of instant global access through digital media, it is vitally important that journalists, authors and publishers, as well as the lawyers who serve them, be fully up on the laws governing media, worldwide. The ultimate resource for all the media content providers and purveyors, this fully updated and expanded Third Edition of the critically-acclaimed handbook offers you instant access to relevant libel and privacy laws and important legal rulings in the Europe, Asia, the Middle East and the Americas. It clearly and concisely explains risks publishers should know about prior to publication, steps they can take in order to avoid legal conflicts, and legal defences available to them in the event of a claim. Offers nation-by-nation summaries of libel and privacy law written by local practitioners in an easy-to-use reference format Expanded to include coverage of important emerging territories--Mexico, Israel, and Argentina, et al--as well as the latest libel and privacy rulings Features new chapters on emerging media markets--including Israel, Mexico, Argentina, Jordan, and others--as well as valuable updates to the Middle East section Provides updates on all major media markets and nations, along with coverage of changes in libel laws in key jurisdictions, including Australia, the UK, Hungary and Germany

The SAGE Handbook of International Marketing

Author : Masaaki Kotabe
Publisher : SAGE
ISBN 13 : 1446206734
Total Pages : 569 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis The SAGE Handbook of International Marketing by : Masaaki Kotabe

Download or read book The SAGE Handbook of International Marketing written by Masaaki Kotabe and published by SAGE. This book was released on 2009-01-05 with total page 569 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

International Advertising

Author : John Philip Jones
Publisher : SAGE
ISBN 13 : 0761912452
Total Pages : 423 pages
Book Rating : 4.7/5 (619 download)

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Book Synopsis International Advertising by : John Philip Jones

Download or read book International Advertising written by John Philip Jones and published by SAGE. This book was released on 2000 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: A handbook of the theory and practice of international advertising linked to overall trends in business globalization.

Advertising Worldwide

Author : Ingomar Kloss
Publisher : Springer Science & Business Media
ISBN 13 : 9783540677130
Total Pages : 312 pages
Book Rating : 4.6/5 (771 download)

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Book Synopsis Advertising Worldwide by : Ingomar Kloss

Download or read book Advertising Worldwide written by Ingomar Kloss and published by Springer Science & Business Media. This book was released on 2000-11-27 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the following questions: What are the social, cultural or religious particularities of advertising and advertising practices? Are there any taboos? What about legal restrictions? How is the advertising infrastructure? Are there any institutions, federations or boards of advertising? How are media data collected? How can specific target groups be addressed? Are there any specific habits in using media? Specialists from Australia, Belgium, Finland, France, Germany, India, Mexico, Russia, South Africa, Taiwan, and the USA provide comprehensive information on advertising conditions in their countries.

Principles of Advertising

Author : Monle Lee
Publisher : Routledge
ISBN 13 : 0789022990
Total Pages : 452 pages
Book Rating : 4.7/5 (89 download)

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Book Synopsis Principles of Advertising by : Monle Lee

Download or read book Principles of Advertising written by Monle Lee and published by Routledge. This book was released on 2005 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes in the advertising industry that have marked the advent of the 21st century.

Global Professional Internet Advertising Handbook

Author : IBP USA Staff
Publisher :
ISBN 13 : 9781433019982
Total Pages : 300 pages
Book Rating : 4.0/5 (199 download)

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Book Synopsis Global Professional Internet Advertising Handbook by : IBP USA Staff

Download or read book Global Professional Internet Advertising Handbook written by IBP USA Staff and published by . This book was released on 2007-02-07 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global Professional Internet Advertising Handbook

Global and Multinational Advertising

Author : Basil G. Englis
Publisher : Psychology Press
ISBN 13 : 131775977X
Total Pages : 279 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Global and Multinational Advertising by : Basil G. Englis

Download or read book Global and Multinational Advertising written by Basil G. Englis and published by Psychology Press. This book was released on 2013-11-19 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.