search query: @author Schiffman, L.G. / total: 2
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| Author: | Callow, M. Schiffman, L.G. |
| Title: | Sociocultural meanings in visually standardized print ads |
| Journal: | European Journal of Marketing
2004 : VOL. 38:9-10, p. 1113-1129 |
| Index terms: | Advertising Consumer behaviour Marketing strategy Media selection |
| Language: | eng |
| Abstract: | The paper explores the effectiveness of using standardized visual images in global print advertising campaigns, concentrating to examine how visual images depicting social (in)activity are interpreted among students from USA, Spain, ans the Philippines. |
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