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International Advertising and Communication

Current Insights and Empirical Findings

  • Editors
  • Sandra Diehl
  • Ralf Terlutter

Table of contents

  1. Front Matter
    Pages I-X
  2. Advertising and Communication Effects

  3. Advertising and Information Processing

  4. Communication and Branding

    1. Front Matter
      Pages 179-179
    2. Tobias Langner, Franz-Rudolf Esch, John R. Rossiter
      Pages 181-197
    3. Kerstin Weihe, Gunnar Mau, Günter Silberer
      Pages 199-216
    4. Patrick Hartmann, Vanessa Apaolaza Ibáñez
      Pages 217-236
  5. Emotional, Social and Individual Factors and Communication

  6. Communication and New Media

    1. Front Matter
      Pages 359-359
    2. Greg Kiss, Franz-Rudolf Esch
      Pages 361-377
    3. Matti Leppäniemi, Heikki Karjaluoto, Jaakko Sinisalo, Jari Salo
      Pages 397-415
  7. International Advertising

  8. Outlook on International Advertising

  9. Back Matter
    Pages 507-513

About this book

Introduction

This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from Europe, the U.S., Asia and Australia have contributed to the making of this book. This mix of international authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communication.

The book includes seven main areas:
" Advertising and Communication Effects
" Advertising and Information Processing
" Communication and Branding
" Emotional, Social and Individual Aspects of Communication
" Communication and New Media
" International Advertising
" Perspectives on the Future of International Advertising


Keywords

Advertising Internationale Kommunikation Internationale Werbung Neue Medien Werbewirkung branding communication

Bibliographic information

  • DOI https://doi.org/10.1007/3-8350-5702-2
  • Copyright Information Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden 2006
  • Publisher Name DUV
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8350-0455-9
  • Online ISBN 978-3-8350-5702-9
  • Buy this book on publisher's site
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods