International Advertising and Communication: Current Insights and Empirical Findings
- ISBN-10
- 3835057022
- ISBN-13
- 9783835057029
- Category
- Business & Economics
- Pages
- 513
- Language
- English
- Published
- 2006-09-19
- Publisher
- Springer Science & Business Media
- Authors
- Sandra Diehl, Ralf Terlutter
Description
The book presents a wide selection of studies and works in the area of international communication including 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 and, finally, Perspectives on the Future of International Advertising
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