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| Author: | Taylor, C.R. (ed.) |
| Title: | Editorial. Advertising in East Asia |
| Journal: | International Journal of Advertising
2009 : VOL. 28:1, p. 5-7 |
| Index terms: | advertising Asia |
| Language: | eng |
| Abstract: | This introductory article presents the contents of this Special issue on 'Advertising in East Asia'. The article contents of this issue as follows: "Determinants of visual forms used in print advertising" by K. Bu, D. Kim and S-y. Lee ; "Advertising to 'active' viewers: consumer attitudes in the US and South Korea" by K. Hyokjin, T.L. Andras and G.M. Zinkhan ; "Effects of displacement - reinforcement between traditional media, PC internet and mobile internet: a quasi experiment in Japan" by S. Okazaki and M. Hirose ; "The effects of a consistent ad series on consumer evaluations" by C. Yoo, H-K. Bang and Y. Kim; "Internet advertising strategy of multinationals in China: a cross-cultural analysis" by H. Li, A. Li and S. Zhao ; "Motivators for the intention to use mobile TV: a comparison of South Korean males and females" by Y.K. Choi, J. Kim and S.J. McMillan. |
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