haku: @author Keow, C. F. / yhteensä: 1
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| Tekijä: | Synodinos, N. E. Keow, C. F. Jacobs, L. W. |
| Otsikko: | Transnational advertising practices. |
| Lehti: | Journal of Advertising Research
1989 : APR-MAY, VOL. 29:2, p. 43-50 |
| Asiasana: | ADVERTISING RESEARCH BRANDS COUNTRY COMPARISONS |
| Kieli: | eng |
| Tiivistelmä: | A study was conducted to compare a variety of advertising practices across 15 countries. A degree of commonality and some differences were found among the advertisers. The major differences were: variations in advertising-to-sales ratios, differences in the allocation of the advertising budget by media, and in the creative approaches. Most major advertisers work in a very competitive environment competing with many other brands, and having relatively small domestic market share. |
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