International Advertising: Realities and Myths
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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A. C. Nielsen adver Advertising Age advertising agencies advertising effectiveness advertising expenditure advertising industry American Asia Asian attitudes Australia behavior Beijing Brand X Britain campaigns China Chinese Advertising clients cluster commercial communication companies competition consumer correlation countries creative cultures Dentsu Dreamers economic emotional Eurodata 91 Europe factors Figure foreign Geert Hofstede Germany global brands global marketing groups Guangzhou Hong Kong Hörzu households idea important increase individual influence International Advertising Japan Japanese John Philip Jones Journal of Advertising magazines major Market Research market share marketplace multinational newspapers Norwegian Ogilvy Ogilvy & Mather organizations Petal model power distance practitioners programs purchase region respondents role Shanghai share of voice social STAS scores stimuli strategy successful Table target teenagers television test market tising uncertainty avoidance United Kingdom values Walter Thompson Western women worldwide yuan Zhongguo Guanggao Nianjian