Advertising worldwide : concepts, theories, and practice of international, multinational, and global advertising
著者
書誌事項
Advertising worldwide : concepts, theories, and practice of international, multinational, and global advertising
Prentice Hall, 1991
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This worldwide overview of all aspects of international, multinational and global advertising goes deeply into cultural differences between countries which influence life-style research done worldwide. The book discusses aspects of standardization and differentiation as well as centralization vs decentralization of communication activities. It gives a broad overview of the world media landscape and suggestions for international media planning. The authors describe the problems of research for global marketing, and of harmonizing research data and techniques. The organizational aspects of both advertiser and agency worldwide and how they cooperate are described, and the book is focused on Europe, and Asia (less so on the USA and Latin America).
目次
- Part 1 The environment of worldwide advertising: the global environment
- developments in world regions
- global management and marketing strategy
- communication and culture
- consumer behaviour. Part 2 The worldwide advertising mix: marketing communication worldwide
- creative development and execution
- the media landscape worldwide and media planning for worldwide advertising
- other means of communication used worldwide. Appendix:The IAA Diploma in International Advertising.
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