New Directions in International Advertising Research

List of contributors; Preface; Introduction; New directions in international advertising research; Methodological Insights; Achieving reliable and valid cross-cultural research results in content analysis; Towards the development of a scalar equivalent etic Multicultural Advertising Response Scale (MARS); Standardization vs. Specialization Issues; Standardized vs. specialized international advertising campaigns: What we have learned from academic research in the 1990s (C.R. Taylor, C.M. Johnson); The association between process and program advertising standardization: an illustration of US multinationals operating in India; Marketing/advertising concepts and principles in the international context: universal or unique?; Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe; Advertising in Central/Eastern Europe; Emotional and rational advertising messages in positive and negative Polish media contexts; Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter; Global Advertising, Social Responsibility, and Country of Origin Effects; A cross-cultural examination of the environmental information on packaging: implications for advertisers; Advertising, technology, and the digital divide: a global perspective; Direct and indirect use of country of origin cues for hybrid and non-hybrid products; Advertising in Asia Pacific; Possession and effects of power in advertising agency? Client relationships in South Korea: a multi-level analysis; Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students; Advertising communication in Australia - a comparison of information used by Australian, Japanese and US firms.