Includes bibliographical references and indexes.

List of Figures x List of Tables xi Notes on Editor and Contributors xiii Preface xxvi Part I Historical and Methodological Underpinnings 1 1 International Advertising Research: A Historical Review 3 Gordon E. Miracle 2 Research Methods for International Advertising Studies: A Practical Guide 32 Charles R. Taylor and John B. Ford Part II International Advertising Industry 49 3 The Economic Effects of Advertising: How Research Can Untangle Them 51 John Philip Jones 4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies 78 Kwangmi Ko Kim 5 Account Planning: International Perspectives 95 Padmini Patwardhan and Hemant Patwardhan 6 The State of Research on Media Planning, Buying, and Selling 111 Yunjae Cheong Part III International Advertising Audience and Media 125 7 International and Cross-Cultural Consumer Behavior 127 Marieke de Mooij 8 Magazines and International Advertising 149 Katherine Frith and Kavita Karan 9 New Media and International Advertising 161 Ran Wei 10 Viral Advertising: A Conceptualization 184 Petya Eckler and Shelly Rodgers Part IV International Advertising Creativity and Strategy 203 11 International Advertising Creativity 205 Sheila L. Sasser 12 Visual Rhetoric and International Advertising 238 Barbara J. Phillips and Edward F. McQuarrie 13 International Advertising Strategy 251 Stephen W. Marshall and Marilyn S. Roberts Part V International Advertising Content 271 14 Cultural Messages in International Advertisements 273 Yuan Zhang 15 Gender-Role Portrayals in International Advertising 299 Ping Shaw, Martin Eisend, and Yue Tan Part VI International Advertising Effects 313 16 Attention and Memory Effects of Advertising in an International Context 315 Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker 17 A Close Look at Research on Sex Appeal Advertising 338 Fang Liu 18 Celebrity Endorsement and International Advertising 353 Wei-Na Lee and Nam-Hyun Um 19 International Branding: Findings, Shifts, and Challenges 375 Fengru Li Part VII International Advertising Law, Regulation, and Ethics 393 20 International Advertising Law and Regulation: A Research Review and Agenda the Devil Is in the Details 395 Ross D. Petty 21 International Research on Advertising and Children 414 Kara Chan 22 Social Responsibility in International Advertising 434 Xiaoli Nan and Hye-Jin Paek Part VIII Beyond International Commercial Advertising 455 23 Integrated Marketing Communication Research: Its Limited Past and Huge Potential 457 Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang 24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together 484 Barbara DeSanto and Curtis B. Matthews 25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool 510 Michelle R. Nelson and Alexandra M. Vilela 26 International Sponsorship Research 529 Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll. Pope, and Kevin E. Voges 27 Political Advertising in International Comparison 554 Christina Holtz-Bacha 28 International Advertising Education: Curriculum and Pedagogy 575 Frauke Hachtmann Name Index 593 Subject Index 612

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.