search query: @author Cutler, B. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Javalgi, R. Cutler, B. White, D. |
| Title: | Print advertising in the Pacific Basin: an empirical investigation |
| Journal: | International Marketing Review
1994 : VOL. 11:6, p. 48-64 |
| Index terms: | RESEARCH ADVERTISING MARKETING |
| Language: | eng |
| Abstract: | This article investigates the regional standardization issue in global advertising by comparing print advertising in the Pacific Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print advertising components across countries. Similarities were identified with respect to the use of photographs, the number of products shown per advertisement, the use of symbolic appeals, the use of product association and the use of product comparison appeals. |
« previous | next »
SCIMA