03988nam 2200613 a 450 991077920940332120161219111451.00-7619-1244-41-322-41705-91-4522-6458-9(CKB)2550000000105788(EBL)996946(OCoLC)819566961(SSID)ssj0000675692(PQKBManifestationID)12310376(PQKBTitleCode)TC0000675692(PQKBWorkID)10670412(PQKB)10737723(MiAaPQ)EBC996946(OCoLC)1007857911(StDuBDS)EDZ0000085677(EXLCZ)99255000000010578820120522d2000 fy| 0engur|||||||||||txtccrInternational advertising[electronic resource] realities and myths /edited by John Philip JonesThousand Oaks, Calif. ;London SAGEc20001 online resource (412 p.) illDescription based upon print version of record.1-4522-3133-8 0-7619-1245-2 Includes bibliographical references and index.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 SceneChapter 16 - The Asia Pacific TigersChapter 17 - Is India an Asian Tiger?; Chapter 18 - China: Advertising Yesterday and Today; Part III - An International Perspective on Measurement and Evaluation; Chapter 19 - How Single-Source Research First Developed; Chapter 20 - Short-Term Advertising Strength: New Empirical Evidence From Norway; Chapter 21 - The Effectiveness of Television Advertising in France; Chapter 22 - Test Marketing-and Some Notes on Iceland, a Totally Isolated Marketing Environment; Chapter 23 - Modeling the Marketing Process: Innovation From JapanChapter 24 - Media Synergy: Evidence From GermanyChapter 25 - What Do We Know of Mixed Media Effects? More Evidence From Germany; Chapter 26 - Advertising Likability: A View From South Africa; Chapter 27 - Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards; Index; About the ContributorsThis is a comprehensive handbook of the theory and practice of international advertising linked to overall trends in business globalisation.AdvertisingAdvertising media planningComparative advertisingAdvertising.Advertising media planning.Comparative advertising.659.1Jones John Philip520552StDuBDSStDuBDSBOOK9910779209403321International advertising3756047UNINA