TY - JOUR
AU - Miracle, Gordon E.
AB - An Assessment of Progress in Research on International Advertising Gordon E. Miracle Introduction If knowledge of international advertising is to continue to grow, “newcomers” need to be able to find their way to previous research on relevant topics; and experienced researchers need to be able to review the relationships between their research and the work of others. The purpose of this review is to facilitate that process. Definition of Terms The term “international advertising” and related terms have a variety of mean- ings. Such terms as foreign, multinational, transnational, cross-cultural, and intercultural advertising are sometimes used more or less synonymously with international advertising, although each term usually is used with some specific variation in meaning. Such definitions must necessarily be somewhat arbitrary, and we shall use only the term “international advertising” as a broad term to cover all of these terms. We must also recognize at the outset that international advertising refers to all of the topics that are included in “domestic” advertising. This breadth causes some problems because of the various ways in which advertising is defined, and in particular, because of the overlap with other marketing communication ac- tivities such as sales promotion or public relations. Arbitrarily 
TI - An Assessment of Progress in Research on International Advertising
JO - Current Issues and Research in Advertising
DO - 10.1080/01633392.1984.10505367
DA - 1984-09-01
UR - https://www.deepdyve.com/lp/taylor-francis/an-assessment-of-progress-in-research-on-international-advertising-JyG1uWil3d
SP - 135
EP - 166
VL - 7
IS - 2
DP - DeepDyve
ER -