The Handbook of International Advertising Research -- Copyright -- Contents -- List of Figures -- List of Tables -- Notes on Editor and Contributors -- Preface -- Part I Historical and Methodological Underpinnings -- 1 International Advertising Research: A Historical Review -- Introduction -- International Advertising Practice and Knowledge -- The Support of International Advertising Research by Industry Organizations -- The Influence of Educator Organizations on International Advertising Research -- Academic Research Contributions to Knowledge of International Advertising -- Past Research Suggests Needed Future Research -- Summary and Conclusions -- References -- 2 Research Methods for International Advertising Studies: A Practical Guide -- Introduction -- Issues of Conceptualization -- Methodological and Analytical Issues -- Conclusion -- References -- Part II International Advertising Industry -- 3 The Economic Effects of Advertising: How Research Can Untangle Them -- Introduction -- Basic Concepts -- The Influence of Advertising on Consumer Prices -- Macroeconomic Effect of Advertising -- A Summary of How Much Advertising Works -- Pointers for International Research -- Striking a Balance -- References -- 4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies -- Introduction -- Overview of TNAAs and Their Major/Emerging Markets -- State of Research on Transnational Advertising Agencies -- Conclusion -- References -- 5 Account Planning: International Perspectives -- Introduction -- Current State of Planning-related Research -- Future Research Directions -- References -- 6 The State of Research on Media Planning, Buying, and Selling -- Introduction 1 -- Issues in Media Planning Research -- Approaches to Media Planning Research -- Conclusion -- References.

Part III International Advertising Audience and Media -- 7 International and Cross-Cultural Consumer Behavior -- Introduction -- Topics from Consumer Behavior Theory -- Cultural Models Applied to Advertising Research -- The Hofstede Dimensional Model of National Culture -- Applying Cultural Models to Consumer Behavior and International Advertising -- Implications of Varying Concepts of Self and Personality for Global Branding and Advertising -- Social Processes: Motivation and Emotion -- The Implications of Varying Mental Processes for International Advertising -- Culture and Communication -- Conclusion -- Notes -- References -- 8 Magazines and International Advertising -- Magazines as Global Media -- Magazine Advertising and Culture -- Theories and Methods That Guide International Magazine Advertising Research -- International Magazine Advertising and Gender Studies -- Conclusion and Direction for Future Research -- References -- 9 New Media and International Advertising -- Introduction -- A Review and Critique of International Advertising Research -- Conclusion: The Future of Research in International Advertising on New Media -- References -- 10 Viral Advertising: A Conceptualization -- Introduction -- Viral Marketing versus Viral Advertising -- Viral Advertising: A Definition -- Historical Background -- Past Scholarship and Future Directions on Viral Advertising -- Conclusion -- References -- Part IV International Advertising Creativity and Strategy -- 11 International Advertising Creativity -- Introduction -- Review of Existing Theories, Methods, and Movements -- Major Trends and Future Directions in International Creativity Research -- References -- 12 Visual Rhetoric and International Advertising -- Introduction -- Theories of Visual Rhetoric -- Applying Visual Rhetoric Theory in an International Advertising Context.

Cross-Market Segments and Polysemy -- Unified Global Brand Identity through Visual Rhetoric -- Summary and Conclusion -- References -- 13 International Advertising Strategy -- A Polarizing Debate: Standardization versus Adaptation -- Major Themes and Trends -- Future Research Paths to Follow -- References -- Part V International Advertising Content -- 14 Cultural Messages in International Advertisements -- Introduction -- Consumer Values and Advertising Content -- Cultural Messages (Values, Themes, and Appeals) in International Advertisements -- Methods -- Cultural Messages in International Advertisements -- Research Accomplishments and Challenges in Theory and Methodology -- Recommendations for Future Research -- Note -- References -- 15 Gender-Role Portrayals in International Advertising -- Introduction -- Content-analytic Approaches for Studying Gender Roles in Advertising -- Findings from Comparative Content-analytical Studies -- Summary of Findings and Outlook -- Note -- References -- Part VI International Advertising Effects -- 16 Attention and Memory Effects of Advertising in an International Context -- Introduction -- How Advertising Attention and Memory Effects Are Measured -- Advertising Effects on Attention and Memory -- Memory Effects in Cross-cultural and International Research -- Discussion, Conclusion, and Research Agenda -- References -- 17 A Close Look at Research on Sex Appeal Advertising -- Introduction -- Sex Appeal Advertising -- Sex Appeal in a Global Context -- Future Research Agenda -- Summary -- References -- 18 Celebrity Endorsement and International Advertising -- Introduction -- Celebrity and Celebrity Endorsement -- Theoretical Explanations of Celebrity Endorsement -- Cultural Factors in Celebrity Endorsement -- The Practice of Celebrity Endorsement -- The Risks of Celebrity Endorsement.

Summary and Suggestions for Future Research -- References -- 19 International Branding: Findings, Shifts, and Challenges -- Introduction -- Literature Review: Research Domains -- Discussion: Shifts and Challenges -- References -- Part VII International Advertising Law, Regulation, and Ethics -- 20 International Advertising Law and Regulation: A Research Review And Agenda - The Devil Is In the Details -- Introduction -- Conceptual Model of Advertising Law -- Level of Consumer Protection -- Deceptive Advertising -- Unfair or Aggressive Advertising -- Conclusions and Directions for Future Research -- References -- 21 International Research on Advertising and Children -- Introduction -- Importance of Research on Advertising and Children: An International Perspective -- Background Information about China -- Theoretical Framework -- A Study of Advertising and Children in China -- Recent Trends in Research on Advertising and Children -- Conclusion -- References -- 22 Social Responsibility in International Advertising -- Corporate Social Responsibility: An Overview -- Cause-Related Marketing -- Cause Promotion or Cause Sponsorship -- Green Marketing -- Major Trends and Issues -- Future Directions for Research -- Concluding Remarks -- Note -- References -- Part VIII Beyond International Commercial Advertising -- 23 Integrated Marketing Communication Research: Its Limited Past and Huge Potential -- Introduction -- Existing Research - Where IMC Has Been -- A Summary and Some Preliminary Suggestions -- Consolidating What We Know to Provide a Way Forward -- Some Concluding Thoughts -- Appendix -- IMC Journal Articles Examined for This Chapter -- References -- 24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together -- Introduction -- Defining Public Relations -- Four Decades of Public Relations Research.

The Growth of International Public Relations Research -- DeSanto Strategic Communication Model -- Public Relations' Relationship to Advertising and Marketing -- Professional Public Relations Resources -- The Future: Personal and Wired, Integrated and Unique, Global and Local -- References -- 25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool -- Introduction -- Existing Knowledge and Trends in Research on Product Placement -- Discussion and Future Research -- Conclusion -- References -- 26 International Sponsorship Research -- Introduction -- Sponsorship Objectives -- How Sponsorship Works -- Conclusions -- References -- 27 Political Advertising in International Comparison -- Introduction -- The Regulation of Political Advertising 1 -- Scholarly Research on Political Advertising in the International Arena -- Conclusion and Suggestions for Future Research -- Notes -- References -- 28 International Advertising Education: Curriculum and Pedagogy -- Introduction -- Accreditation -- History of International Advertising Education -- Curriculum -- Pedagogy -- Conclusions and Future Directions -- References -- Name Index -- Subject Index.