Comments – International advertising: issues and challenges
Professor John Ford
Old Dominion University, Virginia, USA
The subject for this issue's Comments section is international advertising issues and challenges. Two well-respected international advertising researchers have provided commentaries, which I believe will be of interest to our readers.
Charles R. Taylor, from Villanova University, provides a commentary that offers a series of suggestions for improving the quality of international advertising research. His helpful recommendations include: (1) building international collaborations; (2) offering multiple contributions in the same article; (3) providing sounder theoretical foundations; (4) employing theories with broad strategic foci; (5) utilising tools and techniques that allow the examination of associations and causality; and (6) demonstrating the practical benefit of the research for both advertising researchers and practitioners.