• 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.

Australia: A Western or Eastern Advertising Market?
Australia: A Western or Eastern advertising market?
Australia in the World of Advertising

Australia conjures up various stereotypes in the minds of Europeans and Americans. Like most stereotypes, these represent part—and only part—of the truth. Whichever are held by the reader, perhaps this chapter will help to balance them.

With almost 19 million people, Australia represents a market of middle size. Using the World Bank's purchasing power parity measures, which enable us to make the most realistic economic comparisons among countries, the Australian market as a whole is of similar size to that of the Netherlands, Turkey, or Taiwan. Almost two-thirds of Australians live in the country's five major cities. In each of these, the great majority live in suburban ...

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