• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

How Single-Source Research First Developed
How single-source research first developed
How Individuals Respond to Advertising

Here is a commonsense scenario of how we think advertising probably works. Each of us, every day, is confronted with a lot of advertising. Much of it is for things we don't buy and never will buy; we will ignore most of these ads, but we may notice a few of them and even enjoy them for their own sake (without necessarily deciding to do anything as a result). But some of the advertising we see is for things (goods, services, and so on) that we do buy or might buy. How do we respond to these?

Sometimes it is possible that seeing an ad may suddenly stimulate a new idea, like when ...

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