© 2006

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

About this book


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


Advertising Internationale Kommunikation Internationale Werbung Neue Medien Werbewirkung branding communication

About the authors

Dr. Sandra Diehl ist Assistentin am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
PD Dr. Ralf Terlutter ist Assistent am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.

Bibliographic information

  • Book Title International Advertising and Communication
  • Book Subtitle Current Insights and Empirical Findings
  • Editors Sandra Diehl
    Ralf Terlutter
  • DOI
  • Copyright Information Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden 2006
  • Publisher Name DUV
  • eBook Packages Business and Economics Business and Management (R0)
  • Softcover ISBN 978-3-8350-0455-9
  • eBook ISBN 978-3-8350-5702-9
  • Edition Number 1
  • Number of Pages X, 513
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences