Coverart for item
The Resource Handbook of international advertising research, edited by Hong Cheng

Handbook of international advertising research, edited by Hong Cheng

Label
Handbook of international advertising research
Title
Handbook of international advertising research
Statement of responsibility
edited by Hong Cheng
Contributor
Editor
Subject
Language
eng
Summary
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. It 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. It 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. The book 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
Member of
Cataloging source
IDEBK
Dewey number
659.1072
Illustrations
illustrations
Index
index present
LC call number
HF5814
LC item number
.H36 2014
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1958-
http://library.link/vocab/relatedWorkOrContributorName
Cheng, Hong
Series statement
Handbooks in communication and media
http://library.link/vocab/subjectName
  • Advertising
  • BUSINESS & ECONOMICS
  • Advertising
Label
Handbook of international advertising research, edited by Hong Cheng
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and indexes
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
869520311
Dimensions
unknown
Extent
1 online resource (xxxii, 623 pages)
File format
unknown
Form of item
online
Isbn
9781118378465
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)869520311
Label
Handbook of international advertising research, edited by Hong Cheng
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and indexes
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
869520311
Dimensions
unknown
Extent
1 online resource (xxxii, 623 pages)
File format
unknown
Form of item
online
Isbn
9781118378465
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)869520311

Library Locations

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      38.944491 -92.326012
    • Journalism LibraryBorrow it
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      38.947290 -92.328025
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