• Summary
  • Contents
  • Subject index

The discipline of communication has grown in popularity from the time professors of journalism and speech decided, in the mid-1960s, that the term “communication” was an excellent general descriptor for the theory and research that each group aspired to create.  Over time, the two groups grew closer and recognized significant overlap in their theoretical and research interests, but there were also differences in their traditions that kept them apart.  While both groups agreed that communication is a practical discipline, journalism professors focused a great deal of their attention on the education of media professionals.  Speech professors, on the other hand, often were more oriented to the liberal arts and valued the fact that communication could be approached from a variety of traditions, including the arts, ...

International Advertising
International advertising

Wcompetition among global companies for global consumers. The 2007 Fortune magazine survey reports that the top 500 multinational companies alone generated almost $21 trillion in revenues (Fortune, 2007, pp. 131–143). U.S. participation in world trade, measured as a portion of world market share, has declined dramatically. Today's global consumers drink Starbuck's coffee and talk on Nokia cell phones, wear Adidas sneakers, watch Sony television sets, and drive their Toyotas to homes decorated with Ikea furnishings.

The growth and expansion of firms operating internationally have led to the growth of international advertising. At the end of World War II, the bulk of advertising activity was domestic, and 75% of recorded advertising expenditures worldwide were concentrated in the United States. Since then, the growth in ...

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