This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising...

Introduction: cross-cultural issues in buyer behavior / Charles R. Taylor, Doo-Hee Lee -- Does DTC prescription drug 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...