International Advertising: Realities and Myths
Editat de John Philip Jonesen Limba Engleză Electronic book text – 2 iul 2012
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Specificații
ISBN-13: 9781452264585
ISBN-10: 1452264589
Pagini: 424
Dimensiuni: 152 x 229 mm
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
ISBN-10: 1452264589
Pagini: 424
Dimensiuni: 152 x 229 mm
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
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Cuprins
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 McDonald
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
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 McDonald
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
Descriere
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.