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International Advertising
Realities and Myths
Edited by:
- John Philip Jones - Syracuse University, USA
October 1999 | 424 pages | SAGE Publications, Inc
"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.
John Philip Jones
Introduction
PART ONE: THE REALITIES OF INTERNATIONAL ADVERTISING
Ashish Banerjee
Roderick White
International Advertising
Jeremy Bullmore
Alice in Disneyland
Harold F Clark Jr
Brand and Consumer Values in Global Marketing
Marieke de Mooij
Mapping Cultural Values for Global Marketing and Advertising
Rena Bartos
Women as an Advertising Target
Rosemary Ford and Adam Phillips
Media May Be Global - But Is Youth?
PART TWO: AN INTERNATIONAL CIRCUMNAVIGATION
John Philip Jones
Rational Arguments and Emotional Envelopes
Thorolf Helgesen
The Power of Advertising, Myths and Realities
Jonathan Brand
Print Advertising - and How an American Creative Man Learned to Operate in an International Environment
Ludmilla Gricenko Wells
The Emergence of Advertising in Russia
Paul Gaskin
Australia
Jill Powell
The Emperor's New Clothes
John Philip Jones
Japan
Michael Ewing
The Asian Pacific Tigers
John Philip Jones
Is India an Asian Tiger?
Hong Cheng
China
PART THREE: AN INTERNATIONAL PERSPECTIVE ON MEASUREMENT AND EVALUATION
Colin McDonald
How Single-Source Research First Developed
Thorolf Helgesen and Morten Micalsen
Short-Term Advertising Strength (STAS)
Laurent Battais and Laurent Spitzer
The Effectiveness of Television Advertising in France
David Wheeler
Test Marketing - and Some Notes on Iceland, a Totally Isolated Marketing Environment
Roger M Brookin
Modelling the Marketing Process
Rolf Speetzen
Media Synergy
Adrian Weser
What Do We Know of Mixed Media Effects?
Erik Du Plessis
Advertising Likability
Chris Baker
Pioneer Work on Advertising Evaluation
The depth, breath and relevance of the work presented make the book exceptionally unique and exciting to read.
Marketing and Communications, London Metropolitan Uni (City Campus)
March 4, 2015
The depth, breath and relevance of the work presented make the book exceptionally unique and exciting to read.
Marketing and Communications, London Metropolitan Uni (City Campus)
March 4, 2015
This book is a must for lecturers teaching global advertising as it covers different concepts and analyzes important aspects of global advertising.
Ahmed Al-Rawi, Erasmus University Rotterdam
Department of Media and Culture, Erasmus University Rotterdam
October 9, 2012
