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Forschungsgruppe Konsum und Verhalten

International Advertising and Communication

Current Insights and Empirical Findings

Editors: Diehl, Sandra, Terlutter, Ralf (Eds.)

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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


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.

Table of contents (26 chapters)

Table of contents (26 chapters)
  • The role of product involvement in advertising message perception and believability

    Pages 3-22

    Mueller, Barbara

  • Interview based STAS and the effect of print advertising

    Pages 23-41

    Hansen, Flemming (et al.)

  • It’s all about catching the reader’s attention

    Pages 43-68

    Smit, Edith, Ph.D. (et al.)

  • The effect of the integration of different acoustic and visual stimuli depending on target groups involvement

    Pages 69-88

    Esch, Franz-Rudolf (et al.)

  • A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods

    Pages 89-105

    Putte, Bas

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-8350-5702-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $139.99
price for USA in USD
  • ISBN 978-3-8350-0455-9
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
International Advertising and Communication
Book Subtitle
Current Insights and Empirical Findings
Editors
  • Sandra Diehl
  • Ralf Terlutter
Series Title
Forschungsgruppe Konsum und Verhalten
Copyright
2006
Publisher
Deutscher Universitätsverlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden
eBook ISBN
978-3-8350-5702-9
DOI
10.1007/3-8350-5702-2
Softcover ISBN
978-3-8350-0455-9
Series ISSN
2628-2038
Edition Number
1
Number of Pages
X, 513
Topics

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