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International advertising : realities and myths

Author: John Philip Jones
Publisher: Thousand Oaks, CA : Sage Publications, ©2000.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This is a comprehensive handbook of the theory and practice of international advertising linked to overall trends in business globalisation.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
International advertising.
Thousand Oaks, Calif. : Sage Publications, ©2000
(DLC) 99006528
(OCoLC)41404332
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John Philip Jones
ISBN: 9781452264585 1452264589 9781452231334 1452231338
OCLC Number: 808342346
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010. MiAaHDL
Description: 1 online resource (412 pages :) : illustrations
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
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
Responsibility: edited by John Philip Jones.
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A handbook of the theory and practice of international advertising linked to overall trends in business globalization.  Read more...

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