International Advertising Research

Abstract

This chapter reviews and evaluates the historical literature on international advertising research. This review includes an assessment of the contributions of such research to knowledge; research approaches that have been used in the past; research topics that need to be investigated; and appropriate research approaches to do. In the chapter, “advertising” is used broadly to include all marketing communication activities. Advertising (marketing communication) is a component in the marketing mix. International advertising is that which is conceived or initiated in, or at least in part influenced, designed, or executed, in one country for use in at least one other country. The chapter explains the development of international advertising practice and its importance as a business activity. It illustrates why scholarly researchers became interested in investigating international advertising.

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