Coverart for item
The Resource New directions in international advertising research, edited by Charles R. Taylor, (electronic book)

New directions in international advertising research, edited by Charles R. Taylor, (electronic book)

Label
New directions in international advertising research
Title
New directions in international advertising research
Statement of responsibility
edited by Charles R. Taylor
Contributor
Subject
Genre
Language
eng
Summary
This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners
Member of
Cataloging source
ZJC
Dewey number
659.1072
Illustrations
illustrations
Index
no index present
LC call number
HF5823
LC item number
.N49 2002
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1961-
http://library.link/vocab/relatedWorkOrContributorName
Taylor, Charles R.
Series statement
Advances in international marketing
Series volume
12
http://library.link/vocab/subjectName
  • Advertising
  • Advertising
  • Marketing research
Label
New directions in international advertising research, edited by Charles R. Taylor, (electronic book)
Instantiates
Publication
Bibliography note
Includes bibliographical references
Contents
Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid cross-cultural research results in content analysis / Gordon E. Miracle, Hae-Kyong Bang -- Towards the development of a scalar equivalent etic / Michael T. Ewing, Albert Caruana, Andy Teo -- Standardized vs. specialized international advertising campaigns: what we have learned from a academic research in the 1990s / Charles R. Taylor, Chad M. Johnson -- The association between process and program advertising standardization: an illustration of U.S. multinationals operating in India / Aruna Chandra, David A. Griffith, John K. Ryans -- Marketing/advertising concepts and principles in the international context: universal or unique? / Sak Onkvisit, John J. Shaw -- Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe / Mary Anne Raymond, Jong Won Lim -- Emotional and rational advertising messages in positive and negative Polish media contexts / Patrick De Pelsmacker, Dominika Maison, Maggie Geuens -- Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter / Charles R. Taylor, P. Greg Bonner, Michael Dolezal -- A cross-cultural examination of the environmental information on packaging: implications for advertisers / Michael Jay Polonsky, Les Carlson, Andrea Prothero, Dimitri Kapelianis -- Advertising, technology, and the digital divide: a global perspective / Ronald Paul Hill, Kanwalroop Kathy Dhanda -- Direct and indirect use of country of origin cues for hybrid and non-hybrid products / TaiWoong Yun, Wei-Na Lee, Trina Sego -- Possession and effects of power in advertising agency-client relationships in South Korea: a multi-level analysis / Changho Oh, Stephen Keysuk Kim -- Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students / Shuhua Zhou, Fei Xue, Peiqin Zhou -- Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms / Cameron James Hughes, Michael Jay Polonsky
Control code
ocn646899488
Dimensions
unknown
Extent
1 online resource (xi, 280 p.)
Form of item
online
Isbn
9781849501675
Other physical details
ill.
Specific material designation
remote
Label
New directions in international advertising research, edited by Charles R. Taylor, (electronic book)
Publication
Bibliography note
Includes bibliographical references
Contents
Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid cross-cultural research results in content analysis / Gordon E. Miracle, Hae-Kyong Bang -- Towards the development of a scalar equivalent etic / Michael T. Ewing, Albert Caruana, Andy Teo -- Standardized vs. specialized international advertising campaigns: what we have learned from a academic research in the 1990s / Charles R. Taylor, Chad M. Johnson -- The association between process and program advertising standardization: an illustration of U.S. multinationals operating in India / Aruna Chandra, David A. Griffith, John K. Ryans -- Marketing/advertising concepts and principles in the international context: universal or unique? / Sak Onkvisit, John J. Shaw -- Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe / Mary Anne Raymond, Jong Won Lim -- Emotional and rational advertising messages in positive and negative Polish media contexts / Patrick De Pelsmacker, Dominika Maison, Maggie Geuens -- Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter / Charles R. Taylor, P. Greg Bonner, Michael Dolezal -- A cross-cultural examination of the environmental information on packaging: implications for advertisers / Michael Jay Polonsky, Les Carlson, Andrea Prothero, Dimitri Kapelianis -- Advertising, technology, and the digital divide: a global perspective / Ronald Paul Hill, Kanwalroop Kathy Dhanda -- Direct and indirect use of country of origin cues for hybrid and non-hybrid products / TaiWoong Yun, Wei-Na Lee, Trina Sego -- Possession and effects of power in advertising agency-client relationships in South Korea: a multi-level analysis / Changho Oh, Stephen Keysuk Kim -- Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students / Shuhua Zhou, Fei Xue, Peiqin Zhou -- Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms / Cameron James Hughes, Michael Jay Polonsky
Control code
ocn646899488
Dimensions
unknown
Extent
1 online resource (xi, 280 p.)
Form of item
online
Isbn
9781849501675
Other physical details
ill.
Specific material designation
remote

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