International advertising : realities and myths /
This is a comprehensive handbook of the theory and practice of international advertising linked to overall trends in business globalisation.
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| Other Authors: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Thousand Oaks, CA :
Sage Publications,
©2000.
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| Subjects: | |
| Online Access: | CONNECT |
Table of Contents:
- 1. Introduction: The Vicissitudes of International Advertising / John Philip Jones
- pt. I. Realities of International Advertising
- 2. International Advertising Developments / Ashish Banerjee
- 3. International Advertising: How Far Can It Fly? / Roderick White
- 4. Alice in Disneyland: A Creative View of International Advertising / Jeremy Bullmore
- 5. Brand and Consumer Values in Global Marketing / Harold F. Clark, Jr.
- 6. Mapping Cultural Values for Global Marketing and Advertising / Marieke de Mooij
- 7. Women as an Advertising Target: An International Overview / Rena Bartos
- 8. Media May Be Global, but Is Youth? / Rosemary Ford and Adam Phillips
- pt. II. International Circumnavigation
- 9. Rational Arguments and Emotional Envelops: American and British Advertising Compared / John Philip Jones
- 10. Power of Advertising, Myths and Realities: Evidence From Norway / Thorolf Helgesen
- 11. Print Advertising
- and How an American Creative Man Learned to Operate in an International Environment / Jonathan Brand
- 12. Emergence of Advertising in Russia / Ludmilla Gricenko Wells
- 13. Australia: A Western of Eastern Advertising Market? / Paul Gaskin
- 14. Emperor's New Clothes: A View From Australia on the Creative Process / Jill Powell
- 15. Japan: The Advertising Agency Scene / John Philip Jones
- 16. Asia Pacific Tigers / Michael Ewing
- 17. Is India an Asian Tiger? / John Philip Jones
- 18. China: Advertising Yesterday and Today / Hong Cheng
- pt. III. International Perspective on Measurement and Evaluation
- 19. How Single-Source Research First Developed / Colin McDonald
- 20. Short-Term Advertising Strength: New Empirical Evidence From Norway / Thorolf Helgesen and Morten Micalsen
- 21. Effectiveness of Television Advertising in France / Laurent Battais and Laurent Spitzer
- 22. Test Marketing
- and Some Notes on Iceland, a Totally Isolated Marketing Environment / David Wheeler
- 23. Modeling the Marketing Process: Innovation From Ja.
