Advertising in Emerging Markets
Introduction
Handbook of Research in International Advertising; Book to be edited by Shintaro Okazaki; Chapter proposal deadline 31 Oct 2010
CALL FOR CHAPTERS ON ADVERTISING IN EMERGING MARKETS
Chapter Proposals Due: October 31, 2010
Full Chapters Due: January 31, 2011
Handbook of Research in International Advertising
A book edited by Professor Shintaro Okazaki, Universidad Autónoma de Madrid
Publisher: Edward Elgar Publishing
Overall objective of the book:
The goal of this handbook is to present the latest thinking, experiences and results in a wide variety of areas in international advertising. We are currently seeking manuscripts that may have a theoretical and/or practical orientation on advertising in emerging markets, including India, new EU member states, and African nations.
Target audiences:
This handbook is targeted at a number of different people including: academics who teach or research international marketing; cross-cultural communication specialists who teach or research international advertising; doctoral students within marketing, as well as communication; and, finally, business practitioners who want to gain deeper understanding of cutting-edge research in international advertising.
Topics:
Topics that would be appropriate for this special issue include, but are not limited to:
• Headquarters vs. local control in global advertising campaigns.
• Role of new media in global advertising campaigns.
• Role of legal and regulatory issues in global advertising campaigns.
• Effectiveness of specific executional and/or creative techniques.
• Culture and its impact on advertising effectiveness.
• Consumer attitudes toward, and acceptance of, standardized advertising.
• Financial performance of advertising.
• Headquarters’ versus subsidiaries’ evaluation of advertising performance.
• Brand equity and global advertising.
• Performance of integrated marketing communications.
Chapter proposal submission:
Researchers and practitioners are invited to submit on or before October 31, 2010, a two-page chapter proposal clearly explaining the objective and intended contributions of the paper, along with a brief author bio. Upon acceptance, the author will be asked to submit the full manuscript (7000-10000 words) by January 31, 2011.
Chapter proposal and any questions should be directed to:
Shintaro Okazaki, Ph.D.
Autonomous University of Madrid
Department of Finance and Marketing Research
College of Economics and Business Administration
Cantoblanco, 28049 Madrid,
Spain
e-mail: shintaro.okazaki@uam.es
Tel: +34 (91) 497-2872
Fax: +34 (91) 497-8725