International Advertising: Realities and Myths

Overview

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.

The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a ...

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Overview

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.

The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single 'knowledge-bank' of theory and practice for advertising students and professionals.

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Editorial Reviews

Booknews
The fourth of five volumes that together cover all aspects of advertising. Six academics and 20 practitioners consider such general aspects as developments in international advertising, its potentials, creative dimensions, brand and consumer values, mapping cultural values, women as targets, and media and youth. Then they focus on a sampling of countries with studies on the emergence of advertising in Russia, the advertising agency scene in Japan, India as an Asian tiger, new empirical evidence from Norway on the strength of short-term advertising, test marketing in Iceland, and other topics. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780761912446
  • Publisher: SAGE Publications
  • Publication date: 10/22/1999
  • Series: Advertising Series
  • Pages: 424

Meet the Author

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor’s Citation for Exceptional Academic Achievement.

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Table of Contents

1. Introduction: The Vicissitudes of International Advertising 1
Part I The Realities of International Advertising
2. International Advertising Developments 13
3. International Advertising: How Far Can It Fly? 29
4. Alice in Disneyland: A Creative View of International Advertising 41
5. Brand and Consumer Values in Global Marketing 57
6. Mapping Cultural Values for Global Marketing and Advertising 77
7. Women as an Advertising Target: An International Overview 103
8. Media May Be Global, but Is Youth? 117
Part II An International Circumnavigation
9. Rational Arguments and Emotional Envelopes: American and British Advertising Compared 141
10. The Power of Advertising, Myths and Realities: Evidence From Norway 153
11. Print Advertising--and How an American Creative Man Learned to Operate in an International Environment 169
12. The Emergence of Advertising in Russia 181
13. Australia: A Western or Eastern Advertising Market? 197
14. The Emperor's New Clothes: A View From Australia on the Creative Process 207
15. Japan: The Advertising Agency Scene 219
16. The Asia Pacific Tigers 225
17. Is India an Asian Tiger? 249
18. China: Advertising Yesterday and Today 255
Part III An International Perspective on Measurement and Evaluation
19. How Single-Source Research First Developed 287
20. Short-Term Advertising Strength: New Empirical Evidence From Norway 299
21. The Effectiveness of Television Advertising in France 311
22. Test Marketing--and Some Notes on Iceland, a Totally Isolated Marketing Environment 319
23. Modeling the Marketing Process: Innovation From Japan 333
24. Media Synergy: Evidence From Germany 355
25. What Do We Know of Mixed Media Effects? More Evidence From Germany 365
26. Advertising Likability: A View From South Africa 377
27. Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards 385
Index 391
About the Contributors 403
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