International Advertising: Realities and Myths

Front Cover
John Philip Jones
SAGE, 2000 - Business & Economics - 412 pages
"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." -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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Contents

The Vicissitudes of International Advertising
1
International Advertising Developments
13
How Far Can It Fly?
29
A Creative View
41
Brand and Consumer Values in Global Marketing
57
An International Overview
103
This
104
Media May Be Global but Is Youth?
119
The Asia Pacific Tigers
225
Is India an Asian Tiger?
249
Advertising Yesterday and Today
255
Part III
265
An International Perspective
285
The Effectiveness of Television Advertising in France
311
Test Marketingand Some Notes on Iceland
319
Innovation From Japan
333

Part II
135
Print Advertisingand How an American Creative
169
The Emergence of Advertising in Russia
181
A Western or Eastern Advertising Market?
197
A View From Australia
207
The Advertising Agency Scene
219
Evidence From Germany
355
What Do We Know of Mixed Media Effects?
365
A View From South Africa
377
Index
391
About the Contributors
403
Copyright

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About the author (2000)

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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