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| Tekijä: | Mueller, B. |
| Otsikko: | An analysis of information content in standardized vs. specialized multinational advertisements |
| Lehti: | Journal of International Business Studies
1991 : VOL. 22:1, p. 23-39 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER INFORMATION INTERNATIONAL BUSINESS |
| Kieli: | eng |
| Tiivistelmä: | Investigation of differences in the information content in standardized vs. adapted messages containing varying levels of informational content. Prior research. Key concepts. Methodology. Sampling strategy. Information content in advertisements. Reliability. Results. Highly standardized messages. Four Tables illustrate the study. |
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