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International Advertising : Realities And Myths

J. P. Jones
Published 2000 · History

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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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