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International Advertising: Realities and Myths / Edition 1
     

International Advertising: Realities and Myths / Edition 1

by John Philip Jones
 

ISBN-10: 0761912452

ISBN-13: 9780761912453

Pub. Date: 10/22/1999

Publisher: SAGE Publications

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,

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.

Product Details

ISBN-13:
9780761912453
Publisher:
SAGE Publications
Publication date:
10/22/1999
Edition description:
New Edition
Pages:
424
Product dimensions:
6.00(w) x 9.00(h) x 0.86(d)

Table of Contents

Introduction - John Philip Jones
The Vicissitudes of International Advertising
PART ONE: THE REALITIES OF INTERNATIONAL ADVERTISING
International Advertising Developments - Ashish Banerjee
International Advertising - Roderick White
How Far Can It Fly?
Alice in Disneyland - Jeremy Bullmore
A Creative View of International Advertising
Brand and Consumer Values in Global Marketing - Harold F Clark Jr
Mapping Cultural Values for Global Marketing and Advertising - Marieke de Mooij
Women as an Advertising Target - Rena Bartos
An International Overview
Media May Be Global - But Is Youth? - Rosemary Ford and Adam Phillips
PART TWO: AN INTERNATIONAL CIRCUMNAVIGATION
Rational Arguments and Emotional Envelopes - John Philip Jones
American and British Advertising Compared
The Power of Advertising, Myths and Realities - Thorolf Helgesen
Evidence from Norway
Print Advertising - and How an American Creative Man Learned to Operate in an International Environment - Jonathan Brand
The Emergence of Advertising in Russia - Ludmilla Gricenko Wells
Australia - Paul Gaskin
A Western or Eastern Advertising Market?
The Emperor's New Clothes - Jill Powell
A View from Australia on the Creative Process
Japan - John Philip Jones
The Advertising Agency Scene
The Asian Pacific Tigers - Michael Ewing
Is India an Asian Tiger? - John Philip Jones
China - Hong Cheng
Advertising Yesterday and Today
PART THREE: AN INTERNATIONAL PERSPECTIVE ON MEASUREMENT AND EVALUATION
How Single-Source Research First Developed - Colin Mc Donald
Short-Term Advertising Strength (STAS) - Thorolf Helgesen and Morten Micalsen
New Empirical Evidence from Norway
The Effectiveness of Television Advertising in France - Laurent Battais and Laurent Spitzer
Test Marketing - and Some Notes on Iceland, a Totally Isolated Marketing Environment - David Wheeler
Modelling the Marketing Process - Roger M Brookin
Innovation from Japan
Media Synergy - Rolf Speetzen
Evidence from Germany
What Do We Know of Mixed Media Effects? - Adrian Weser
More Evidence from Germany
Advertising Likability - Erik Du Plessis
A View from South Africa
Pioneer Work on Advertising Evaluation - Chris Baker
The Institute of Practitioners in Advertising (IPA) Advertising Effectiveness Awards

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