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| Tekijä: | |
| Otsikko: | The A, B, Cs of advertising management: Perceptions and practices of managers in Chile, Japan & the United States |
| Lehti: | International Journal of Advertising
1998 : VOL. 17:2, p. 169-187 |
| Asiasana: | ADVERTISING PERCEPTION MANAGERS CHILE JAPAN USA |
| Vapaa asiasana: | ADVERTISING MANAGEMENT PRACTICES |
| Kieli: | eng |
| Tiivistelmä: | This paper sheds light on selected aspects of advertising management in Chile, Japan and USA, as perceived by practitioners. Specific topics addressed include approving advertising, planning media, measuring effectiveness, and budgeting. Significant differences were found in advertising management thought. While the principles of advertising management may be universal, cultural, organisational, and quantitative emphasis were deemed to be factors accounting for differences in the practice among the three countries. |
SCIMA