Comparative Advertising In The Global Marketplace The Effects Of Cultural Orientation On Communication
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Comparative Advertising In The Global Marketplace The Effects Of Cultural Orientation On Communication
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Author : Zeynep Gurhan-Canli and Durairaj Maheswaran
language : en
Publisher:
Release Date : 2000
Comparative Advertising In The Global Marketplace The Effects Of Cultural Orientation On Communication written by Zeynep Gurhan-Canli and Durairaj Maheswaran and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
Global Marketing And Advertising
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Author : Marieke K. de Mooij
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1998
Global Marketing And Advertising written by Marieke K. de Mooij and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
For additional materials, please contact the author directly: www.mariekedemooij.com Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
Comparative Advertising
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Author : Fred Beard
language : en
Publisher: Rowman & Littlefield
Release Date : 2020-07-06
Comparative Advertising written by Fred Beard and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-06 with Language Arts & Disciplines categories.
From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
International Advertising And Communication
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Author : Sandra Diehl
language : en
Publisher: Springer Science & Business Media
Release Date : 2006-09-19
International Advertising And Communication written by Sandra Diehl and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-19 with Business & Economics categories.
The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising
Global And Multinational Advertising
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Author : Basil G. Englis
language : en
Publisher: Psychology Press
Release Date : 2013-11-19
Global And Multinational Advertising written by Basil G. Englis and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-19 with Business & Economics categories.
Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2018-10-27
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-27 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2021-09-22
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-22 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Intercultural Communication Globalisation And Advertising The Influence Of Culture In Global Advertising Campaigns
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Author : Sebastian Plappert
language : en
Publisher: GRIN Verlag
Release Date : 2010-07-19
Intercultural Communication Globalisation And Advertising The Influence Of Culture In Global Advertising Campaigns written by Sebastian Plappert and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07-19 with Business & Economics categories.
Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall’s and especially Hofstede’s approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.
Cultural Psychology
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Author : Durairaj Maheswaran
language : en
Publisher: Psychology Press
Release Date : 2014-10-13
Cultural Psychology written by Durairaj Maheswaran and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-13 with Business & Economics categories.
First published in 2000. This is Volume 9, No 2 of the Journal of Consumer Psychology. Although there is growing interest in cultural differences in consumer behavior, focused and systematic consumer research on the topic is still in its infancy. The contributors to this special issue address the conceptual and methodological issues that are central to conducting cross-cultural research, including selecting or blending emic and etic research approaches, achieving measurement equivalence, expanding the cultural constructs and geographical regions under investigation, and understanding mediating processes. In the process, they review the progress that has been made in addressing these issues in consumer psychology and suggest a number of priorities for future research in this important domain.
Persuasive Technology
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Author : Wijnand IJsselsteijn
language : en
Publisher: Springer
Release Date : 2006-05-05
Persuasive Technology written by Wijnand IJsselsteijn and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-05-05 with Computers categories.
This book constitutes the refereed proceedings of the First International Conference on Persuasive Technology for human well-being, PERSUASIVE 2006. The 31 revised full papers presented together with 1 introductory paper are organized in topical sections on psychological principles of persuasive technology, persuasive technology: theory and modelling, design, applications and evaluations, ethics of persuasive technology persuasive gerontechnology, and ambient intelligence and persuasive technology.