Hong Cheng is Professor and Director of the Richard T. Robertson School of Media and Culture (formerly the School of Mass Communications) at Virginia Commonwealth University. His work includes Becoming a Media Savvy Student (co-authored with Guofang Wan, 2004); Advertising and Chinese Society: Issues and Impacts (co-edited with Kara Chan, 2009); and Social Marketing for Public Health: Global Trends and Success Stories (co-edited with Philip Kotler and Nancy Lee, 2011). He is a former head of AEJMC’s Advertising Division and International Communication Division, a current associate editor of Journalism and Mass Communication Quarterly, and the chair-elect of the National Education Executive Committee of the American Advertising Federation.

“The Handbook of International Advertising Research, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell’s series, Handbooks in Communication and Media."  (Journalism and Mass Communication Quarterly, 1 February 2015)

• List of Figures xList of Tables xiNotes on Editor and Contributors xiiiPreface xxviPart I Historical and Methodological Underpinnings 11 International Advertising Research: A Historical Review 3Gordon E. Miracle2 Research Methods for International Advertising Studies: A Practical Guide 32Charles R. Taylor and John B. FordPart II International Advertising Industry 493 The Economic Effects of Advertising: How Research Can Untangle Them 51John Philip Jones4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies 78Kwangmi Ko Kim5 Account Planning: International Perspectives 95Padmini Patwardhan and Hemant Patwardhan6 The State of Research on Media Planning, Buying, and Selling 111Yunjae CheongPart III International Advertising Audience and Media 1257 International and Cross-Cultural Consumer Behavior 127Marieke de Mooij8 Magazines and International Advertising 149Katherine Frith and Kavita Karan9 New Media and International Advertising 161Ran Wei10 Viral Advertising: A Conceptualization 184Petya Eckler and Shelly RodgersPart IV International Advertising Creativity and Strategy 20311 International Advertising Creativity 205Sheila L. Sasser12 Visual Rhetoric and International Advertising 238Barbara J. Phillips and Edward F. McQuarrie13 International Advertising Strategy 251Stephen W. Marshall and Marilyn S. RobertsPart V International Advertising Content 27114 Cultural Messages in International Advertisements 273Yuan Zhang15 Gender-Role Portrayals in International Advertising 299Ping Shaw, Martin Eisend, and Yue TanPart VI International Advertising Effects 31316 Attention and Memory Effects of Advertising in an International Context 315Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker17 A Close Look at Research on Sex Appeal Advertising 338Fang Liu18 Celebrity Endorsement and International Advertising 353Wei-Na Lee and Nam-Hyun Um19 International Branding: Findings, Shifts, and Challenges 375Fengru LiPart VII International Advertising Law, Regulation, and Ethics 39320 International Advertising Law and Regulation: A Research Review and Agenda – the Devil Is in the Details 395Ross D. Petty21 International Research on Advertising and Children 414Kara Chan22 Social Responsibility in International Advertising 434Xiaoli Nan and Hye-Jin PaekPart VIII Beyond International Commercial Advertising 45523 Integrated Marketing Communication Research: Its Limited Past and Huge Potential 457Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together 484Barbara DeSanto and Curtis B. Matthews25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool 510Michelle R. Nelson and Alexandra M. Vilela26 International Sponsorship Research 529Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll. Pope, and Kevin E. Voges27 Political Advertising in International Comparison 554Christina Holtz-Bacha28 International Advertising Education: Curriculum and Pedagogy 575Frauke HachtmannName Index 593Subject Index 612

Hong Cheng is Professor and Director of the Richard T. Robertson School of Media and Culture (formerly the School of Mass Communications) at Virginia Commonwealth University. His work includes Becoming a Media Savvy Student (co-authored with Guofang Wan, 2004); Advertising and Chinese Society: Issues and Impacts (co-edited with Kara Chan, 2009); and Social Marketing for Public Health: Global Trends and Success Stories (co-edited with Philip Kotler and Nancy Lee, 2011). He is a former head of AEJMC’s Advertising Division and International Communication Division, a current associate editor of Journalism and Mass Communication Quarterly, and the chair-elect of the National Education Executive Committee of the American Advertising Federation.

“The Handbook of International Advertising Research, ably edited by Hong Cheng of Virginia Commonwealth University, is a welcome addition to Wiley Blackwell’s series, Handbooks in Communication and Media."  (Journalism and Mass Communication Quarterly, 1 February 2015)

• List of Figures xList of Tables xiNotes on Editor and Contributors xiiiPreface xxviPart I Historical and Methodological Underpinnings 11 International Advertising Research: A Historical Review 3Gordon E. Miracle2 Research Methods for International Advertising Studies: A Practical Guide 32Charles R. Taylor and John B. FordPart II International Advertising Industry 493 The Economic Effects of Advertising: How Research Can Untangle Them 51John Philip Jones4 Research on Transnational Advertising Agencies: Management, Structure, and Entry Strategies 78Kwangmi Ko Kim5 Account Planning: International Perspectives 95Padmini Patwardhan and Hemant Patwardhan6 The State of Research on Media Planning, Buying, and Selling 111Yunjae CheongPart III International Advertising Audience and Media 1257 International and Cross-Cultural Consumer Behavior 127Marieke de Mooij8 Magazines and International Advertising 149Katherine Frith and Kavita Karan9 New Media and International Advertising 161Ran Wei10 Viral Advertising: A Conceptualization 184Petya Eckler and Shelly RodgersPart IV International Advertising Creativity and Strategy 20311 International Advertising Creativity 205Sheila L. Sasser12 Visual Rhetoric and International Advertising 238Barbara J. Phillips and Edward F. McQuarrie13 International Advertising Strategy 251Stephen W. Marshall and Marilyn S. RobertsPart V International Advertising Content 27114 Cultural Messages in International Advertisements 273Yuan Zhang15 Gender-Role Portrayals in International Advertising 299Ping Shaw, Martin Eisend, and Yue TanPart VI International Advertising Effects 31316 Attention and Memory Effects of Advertising in an International Context 315Mahdi Rajabi, Nathalie Dens, and Patrick De Pelsmacker17 A Close Look at Research on Sex Appeal Advertising 338Fang Liu18 Celebrity Endorsement and International Advertising 353Wei-Na Lee and Nam-Hyun Um19 International Branding: Findings, Shifts, and Challenges 375Fengru LiPart VII International Advertising Law, Regulation, and Ethics 39320 International Advertising Law and Regulation: A Research Review and Agenda – the Devil Is in the Details 395Ross D. Petty21 International Research on Advertising and Children 414Kara Chan22 Social Responsibility in International Advertising 434Xiaoli Nan and Hye-Jin PaekPart VIII Beyond International Commercial Advertising 45523 Integrated Marketing Communication Research: Its Limited Past and Huge Potential 457Don E. Schultz, Ilchul Kim, and Kyoungsoo Kang24 Sibling Rivalry: How Public Relations and Advertising Continue to Grow and Live Together 484Barbara DeSanto and Curtis B. Matthews25 Now Starring Brand X: Product Placement as a Local, Global, and Glocal Branding Communication Tool 510Michelle R. Nelson and Alexandra M. Vilela26 International Sponsorship Research 529Ellen L. Bloxsome, Mark R. Brown, Nigel K. Ll. Pope, and Kevin E. Voges27 Political Advertising in International Comparison 554Christina Holtz-Bacha28 International Advertising Education: Curriculum and Pedagogy 575Frauke HachtmannName Index 593Subject Index 612