Includes bibliographical references and index.

Introduction: The Vicissitudes of International Advertising / John Philip Jones -- The Realities of International Advertising -- International Advertising Developments / Ashish Banerjee -- International Advertising: How Far Can It Fly? / Roderick White -- Alice in Disneyland: A Creative View of International Advertising / Jeremy Bullmore -- Brand and Consumer Values in Global Marketing / Harold F. Clark, Jr. -- Mapping Cultural Values for Global Marketing and Advertising / Marieke de Mooij -- Women as an Advertising Target: An International Overview / Rena Bartos -- Media May Be Global, but Is Youth? / Rosemary Ford, Adam Phillips -- An International Circumnavigation -- Rational Arguments and Emotional Envelopes: American and British Advertising Compared / John Philip Jones -- The Power of Advertising, Myths and Realities: Evidence From Norway / Thorolf Helgesen -- Print Advertising--and How an American Creative Man Learned to Operate in an International Environment / Jonathan Brand -- The Emergence of Advertising in Russia / Ludmilla Gricenko Wells -- Australia: A Western or Eastern Advertising Market? / Paul Gaskin -- The Emperor's New Clothes: A View From Australia on the Creative Process / Jill Powell -- Japan: The Advertising Agency Scene / John Philip Jones -- The Asia Pacific Tigers / Michael Ewing -- Is India an Asian Tiger? / John Philip Jones -- China: Advertising Yesterday and Today / Hong Cheng -- An International Perspective on Measurement and Evaluation -- How Single-Source Research First Developed / Colin McDonald -- Short-Term Advertising Strength: New Empirical Evidence From Norway / Thorolf Helgesen, Morten Micalsen -- The Effectiveness of Television Advertising in France / Laurent Battais, Laurent Spitzer -- Test Marketing--and Some Notes on Iceland, a Totally Isolated Marketing Environment / David Wheeler -- Modeling the Marketing Process: Innovation From Japan / Roger M. Brookin -- Media Synergy: Evidence From Germany / Rolf Speetzen -- What Do We Know of Mixed Media Effects? More Evidence From Germany / Adrian Weser -- Advertising Likability: A View From South Africa / Erik Du Plessis -- Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards / Chris Baker.

"John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising." -- Don E. Schultz, Northwestern University John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.