In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
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 Circumnavigation
- Chapter 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 Tigers
- Chapter 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 Japan
- Chapter 24: Media Synergy: Evidence from Germany
- Chapter 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