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.
Best practices for cross-cultural advertising research: Are the rules being followed?
Project GLOBE and cross-cultural advertising research: Developing a theory-driven approach
Culture and the mind: Implications for art, design and advertisement
Twenty years on - retailer advertising during and since the fall of the Soviet Union: Tallinna Kaubamaja, "Estonias's Departament Store"