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Record Nr. |
UNINA9910818611003321 |
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Titolo |
International advertising : realities and myths / / edited by John Philip Jones |
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Pubbl/distr/stampa |
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Thousand Oaks, CA, : Sage Publications, c2000 |
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ISBN |
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0-7619-1244-4 |
1-322-41705-9 |
1-4522-6458-9 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (412 p.) : ill |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Advertising |
Advertising media planning |
Comparative advertising |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; Contents; Chapter 1 - Introduction: The Vicissitudes of International Advertising; Part I - The Realities of International Advertising; Chapter 2 - International Advertising Developments; Chapter 3 - International Advertising: How Far Can It Fly?; Chapter 4 - Alice in Disneyland: A Creative View of International Advertising; Chapter 5 - Brand and Consumer Values in Global Marketing; Chapter 6 - Mapping Cultural Values for Global Marketing and Advertising; Chapter 7 - Women as an Advertising Target: An International Overview; Chapter 8 - Media May Be Global, but Is Youth? |
Part II - An International CircumnavigationChapter 9 - Rational Arguments and Emotional Envelopes: American and British Advertising Compared; Chapter 10 - The Power of Advertising, Myths and Realities: Evidence From Norway; Chapter 11 - Print Advertising-and How an American Creative Man Learned to Operate in an International Environment; Chapter 12 - The Emergence of Advertising in Russia; Chapter 13 - Australia: A Western or Eastern Advertising Market?; Chapter 14 - The Emperor's New Clothes: A View From Australia on the Creative Process; Chapter 15 - Japan: The Advertising Agency Scene |
Chapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian |
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