• Summary
  • Contents
  • Subject index

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.

The Power of Advertising, Myths and Realities: Evidence from Norway
The power of advertising, myths and realities: Evidence from norway
ThorolfHelgesen

Perceptions of advertising as a strong marketing force seem to be widespread, both within business communities and among the general public. These perceptions tend to be founded not on empirical evidence, but on myths about advertising effectiveness. In order to explore what constitutes the belief in advertising as a “strong force,” a Norwegian study was undertaken in 1994 based on interviews with large Norwegian advertisers. In this chapter, I relate the results of that study to recent research into advertising effectiveness.

NOTE: This chapter is adapted from an article that appeared in Marketing and Research Today, May 1996. Copyright © ESOMAR® 1999. Permission for using this material ...

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