This book addresses the need to move international advertising in new directions by summarizing existing knowledge in … have an interest in international advertising research as well as international advertising practitioners …Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid …

advertising provide information or create market power: evidence from the U.S. and New Zealand / Charles R. Taylor, Michael L …. Capella, John C. Kozup -- Skepticism toward pharmaceutical advertising in the U.S. and Germany / Sandra Diehl, Barbara Mueller … and Ralf Terlutter -- The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity / Wim …