ADVERTISING CONTENT FOR THE GLOBAL AUDIENCE: A RESEARCH PROPOSAL
- 1 February 2001
- journal article
- Published by Emerald Publishing in Competitiveness Review
- Vol. 11 (2) , 39-47
- https://doi.org/10.1108/eb046426
Abstract
ADVERTISING CONTENT FOR THE GLOBAL AUDIENCE: A RESEARCH PROPOSALKeywords
This publication has 15 references indexed in Scilit:
- Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer CultureJournal of Marketing, 1999
- Comparative versus Noncomparative Advertising: A Meta-AnalysisJournal of Marketing, 1997
- Print advertising at the component level: A cross-cultural comparison of the United States and JapanJournal of Business Research, 1995
- Standardized Multinational Advertising: The Influencing FactorsJournal of Advertising, 1995
- On the Need for Relative Measures When Assessing Comparative Advertising EffectsJournal of Advertising, 1993
- Content Analysis of German and Japanese Advertising in Print Media from Indonesia, Spain, and the United StatesJournal of Advertising, 1993
- A Comparison of Print Advertisements from the United States and FranceJournal of Advertising, 1992
- Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine AdvertisingJournal of Advertising, 1987
- The Information Content of Comparative Magazine AdvertisementsJournal of Advertising, 1983
- Content Analysis in Consumer ResearchJournal of Consumer Research, 1977