Synopsis
The first volume of this reader was on the subject of advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan and the USA. Not forgetting Marieke de Mooij's chapter on the impact of culture on advertising. With this second volume the title "Advertising Worldwide" becomes a little bit more true. Again other important countries are investigated with respect to their specific advertising structures. The authors of the different countries had the same briefing as in the first volume: - What are the social, cultural or religious features of advertising and advertising practices? - Are there any taboos? - Which legal restrictions apply? - What kind of advertising infrastructure is there? Are there any institu- tions, federations or boards of advertising? - Which media are readily available? - How are media data collected? What are the methods of gaining adver- tising data? - How can specific target groups be addressed? - Are there any particular preferences concerning the use of media? Assessing the choice of countries in the two volumes of "Advertising Wordwide" one has to conc1ude as a first resume that it is not primarily the more theoretical question of standardization or differentiation which dominates the advertising strategy (at least for consumer goods) but the very practical necessity of adapting to the respective specific advertising conditions of each country. A standardized global, even multinational ad- vertising campaign has to be considered the exception, rather than the rule.
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Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The first volume of this reader was on the subject of advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan and the USA. Not forgetting Marieke de Mooij's chapter on the impact of culture on advertising. With this second volume the title 'Advertising Worldwide' becomes a little bit more true. Again other important countries are investigated with respect to their specific advertising structures. The authors of the different countries had the same briefing as in the first volume: - What are the social, cultural or religious features of advertising and advertising practices - Are there any taboos - Which legal restrictions apply - What kind of advertising infrastructure is there Are there any institu tions, federations or boards of advertising - Which media are readily available - How are media data collected What are the methods of gaining adver tising data - How can specific target groups be addressed - Are there any particular preferences concerning the use of media Assessing the choice of countries in the two volumes of 'Advertising Wordwide' one has to conc1ude as a first resume that it is not primarily the more theoretical question of standardization or differentiation which dominates the advertising strategy (at least for consumer goods) but the very practical necessity of adapting to the respective specific advertising conditions of each country. A standardized global, even multinational ad vertising campaign has to be considered the exception, rather than the rule. 360 pp. Englisch. N° de réf. du vendeur 9783642534706
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Etat : New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. With contributions by numerous experts|Comprehensive information on advertising conditions in thirteen countriesThis book deals with all aspects of advertising in various countries. It is a follow-up of Advertising Worldwide by the same editor. The book. N° de réf. du vendeur 5063830
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -The first volume of this reader was on the subject of advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan and the USA. Not forgetting Marieke de Mooij's chapter on the impact of culture on advertising. With this second volume the title 'Advertising Worldwide' becomes a little bit more true. Again other important countries are investigated with respect to their specific advertising structures. The authors of the different countries had the same briefing as in the first volume: ¿ What are the social, cultural or religious features of advertising and advertising practices ¿ Are there any taboos ¿ Which legal restrictions apply ¿ What kind of advertising infrastructure is there Are there any institu tions, federations or boards of advertising ¿ Which media are readily available ¿ How are media data collected What are the methods of gaining adver tising data ¿ How can specific target groups be addressed ¿ Are there any particular preferences concerning the use of media Assessing the choice of countries in the two volumes of 'Advertising Wordwide' one has to conc1ude as a first resume that it is not primarily the more theoretical question of standardization or differentiation which dominates the advertising strategy (at least for consumer goods) but the very practical necessity of adapting to the respective specific advertising conditions of each country. A standardized global, even multinational ad vertising campaign has to be considered the exception, rather than the rule.Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 360 pp. Englisch. N° de réf. du vendeur 9783642534706
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Taschenbuch. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - The first volume of this reader was on the subject of advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan and the USA. Not forgetting Marieke de Mooij's chapter on the impact of culture on advertising. With this second volume the title 'Advertising Worldwide' becomes a little bit more true. Again other important countries are investigated with respect to their specific advertising structures. The authors of the different countries had the same briefing as in the first volume: - What are the social, cultural or religious features of advertising and advertising practices - Are there any taboos - Which legal restrictions apply - What kind of advertising infrastructure is there Are there any institu tions, federations or boards of advertising - Which media are readily available - How are media data collected What are the methods of gaining adver tising data - How can specific target groups be addressed - Are there any particular preferences concerning the use of media Assessing the choice of countries in the two volumes of 'Advertising Wordwide' one has to conc1ude as a first resume that it is not primarily the more theoretical question of standardization or differentiation which dominates the advertising strategy (at least for consumer goods) but the very practical necessity of adapting to the respective specific advertising conditions of each country. A standardized global, even multinational ad vertising campaign has to be considered the exception, rather than the rule. N° de réf. du vendeur 9783642534706
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