International advertising : realities and myths
著者
書誌事項
International advertising : realities and myths
Sage Publications, c2000
- : pbk
大学図書館所蔵 全23件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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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