International Advertising
eBook - PDF

International Advertising

Realities and Myths

  1. 424 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

International Advertising

Realities and Myths

About this book

John Philip Jones is a name you know. . . . with opinions you value. . . . and updated and current information. Here is everything you need to know about advertising. ā€”Don E. Schultz, Northwestern University John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.

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Yes, you can access International Advertising by John Philip Jones in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications, Inc
Year
1999
Print ISBN
9780761912453
eBook ISBN
9781452264585
Edition
1
Topic
Business
Subtopic
Advertising
Index
Business

Table of contents

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