Overview
- Editors:
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Sandra Diehl
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Ralf Terlutter
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About this book
Worldwide, international communication, and in particular international - vertising have become critical areas in communication research. The growing globalisation of markets requires firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from around the globe have contr- uted to the making of this book. The contributors hail from countries throughout Europe, as well as from the U.S., Asia and Australia. This international mix of authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communi- tion. The text includes cross-cultural investigations, as well as studies represe- ing the respective countries of the researchers. Several of the contributions are th expanded papers from the 4 ICORIA (International Conference on Research in Advertising; www.icoria.org), which took place at Saarland University in Sa- bruecken in 2005. The book addresses a number of important areas of communication - search: advertising and communication effects; advertising and information processing; communication and branding; emotional, social and individual aspects of communication; communication and new media; international adv- tising and, finally, perspectives on the future of international advertising. - spite the great variety of issues covered, all papers are united in their desire to move international communication research forward.
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Table of contents (26 chapters)
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Emotional, Social and Individual Factors and Communication
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- Young Sook Moon, Kara Chan
Pages 343-357
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Communication and New Media
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Front Matter
Pages 359-359
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- Greg Kiss, Franz-Rudolf Esch
Pages 361-377
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- Matti Leppäniemi, Heikki Karjaluoto, Jaakko Sinisalo, Jari Salo
Pages 397-415
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International Advertising
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Front Matter
Pages 417-417
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- Ralf Terlutter, Sandra Diehl, Barbara Mueller
Pages 419-438
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- Shintaro Okazaki, Charles R. Taylor
Pages 439-454
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- Guido Purper, Peter Weinberg
Pages 473-487
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Outlook on International Advertising
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Front Matter
Pages 489-489
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Back Matter
Pages 507-513
About the authors
Dr. Sandra Diehl ist Assistentin am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
PD Dr. Ralf Terlutter ist Assistent am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.