International advertising : realities and myths /: realities and myths. (©2000)

• Record Type: Book
• Further Information: Note: Edited by John Philip Jones.
• Other Names: Jones, John Philip
• Contents: 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;
• Publisher Details: Thousand Oaks, CA : Sage Publications
• Publication Date: 2000
• Copyright Date: 2000
• Extent: 1 online resource (412 pages :), illustrations
• Subjects: 659.1; Advertising; Advertising media planning; Comparative advertising; Publicité; Plans médias; Publicité comparative; Publicité internationale; BUSINESS & ECONOMICS -- Advertising & Promotion; Advertising; Advertising media planning; Comparative advertising; Reclame; Publicité; Plans médias; Electronic books
• Languages: English
• ISBNs: 9781452264585; 1452264589; 9781452231334; 1452231338
• Related ISBNs: 0761912444; 0761912452; 9780761912453; 9780761912446
• Notes: Note: Includes bibliographical references and index.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.