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 …

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide … variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been … touched in prior international advertising research, such as research in digital media, retrospective research, cultural …