Literature review on advertising
Journal ational journal of ational advertising research: a literature review garrett, jason; iyer, ic journal ational journal of ational advertising research: a literature review garrett, jason; iyer, argue that global marketing and its surrounding issues are critical in determining performance for firms in the international marketplace. For several decades, international advertising research has sought to address issues surrounding the ever-increasing globalization of business.
Literature review on advertising impact
However, the last decade has seen fewer international advertising articles in the highest ranked marketing and advertising journals. The authors investigate 198 empirical international advertising articles from the leading journals in marketing, advertising, international marketing since 1990.
Specific recommendations to aid the continued development and impede the decline of international advertising research in premier marketing and advertising journals include: more advances in theory development and methodology as well as addressing underserved topic areas such as campaign markets are moving toward globalization as companies expand into international markets. Among global marketing topics, international advertising has maintained a strong volume of research (jeannette and hennessey 1992) and has covered a myriad of issues.
Specifically, international advertising has a history of over 40 years dedicated to understanding the differences in practices and results in cross cultural advertising (zinkhan 1994). We take this opportunity to comprehensively review the topics, findings, data collection, samples, analysis techniques, and geographic regions studied in this literature.
Overall prescriptive advice for the field and specific recommendations based on topical areas within international advertising are presented. These are targeted at reversing the precipitous decline of international advertising literature in premier marketing and advertising ational advertising since 1990there have been a significant number of empirical studies published in the past two decades on international advertising.
The volume of literature and representation in premier academic journals serves as testimony to the importance the international advertising research. Despite a long and extensive history, some authors suggest literature in this domain has fallen short in advancing theoretical knowledge (taylor 2002).
While the quantity of empirical international advertising research articles has remained steady, there is a decline in the number of articles published in premier marketing journals (see figure 1). Advertising a" includes what many consider as the most prestigious advertising specific journals; journal of advertising, journal of advertising research, ana.
Journal of current issues and research in studythis paper is a synthesis of the empirical advertising research over the last two decades. This includes the topics, findings, data collection, samples, analysis techniques, and geographic regions studied in the empirical international advertising research from 1990 to 2010.
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