International advertising : realities and myths

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書誌事項

International advertising : realities and myths

edited by John Philip Jones

Sage Publications, c2000

  • : pbk

大学図書館所蔵 件 / 全23件

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

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

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