Handbook of Research on Global Perspectives on International Advertising: 9781799896722: Business & Management Books

Publication Status: E-Book and Print Version Available for Purchase

ISBN13: 9781799896722

ISBN13 Softcover: 9781799896739

EISBN13: 9781799896746

DOI: 10.4018/978-1-7998-9672-2

Description:

International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field.

The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Branding
Celebrity Endorsement
Commercial Space
Cultural Features
Destination Image Building
Glocalization
International Advertising
International Brands
Political Advertising
Prime Time Television
Social Media Advertising
Tourism Advertising

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Ipek Krom has studied Communication in Linfield University, OR, USA and has received her Bachelor's degree from Cinema- TV department in Beykent University. She has received her graduate degree and P.h.d. from Marmara University in Advertising and Publicity. She has worked as an Advertising and Public Relations Executive of several shopping malls and business centers. She has worked as Foreign Trade Manager and has marketing experience in this field for six years. She has been working as an Assistant Professor since 2014. Currently, she works as the Head of Public Relations and Advertising Department in Istanbul Esenyurt University. Her area of interests are advertising, branding and electronic advertising. She has written articles about branding, entrepreneurship and innovation and its relation to brand loyalty; book chapters about brand engagement and postmodern branding and has been recently edited a book called about Viral Advertising: A Perspective from Marketing.

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