Print Advertising Strategies of International Firms

Advertising sponsored by non-US corporations has increased dramatically in the United States since the 1960s. This paper employs a content analysis approach to examine the amount, format and type of advertising being incorporated by non-US companies. All non-US advertisements were examined in Newsweek magazine for the years 1965 to 1982. Several advertising issues are examined, emphasizing differences by country and year.     

Cultural Values in Indian Television Advertising

The study investigates cultural values portrayed in commercials aired on television in India. The study included a comparison of the cultural values depicted in Indian and Western product brands as well as a comparison across four groups of products for both within and across Indian and Western brands. The study concludes that Indian and Western marketers are stressing the following cultural values: modern, symbolic, tradition, and utilitarian, and are blending Eastern and Western values. Results of the study indicate the importance of considering cultural values associated with different product types in the development of successful advertising campaigns.     

International Advertising

Abstract

This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT _A) is introduced; a theoretical case is developed showing why ATT _A is an important mediator of brand choice; empirical evidence in support of this case is presented; and suggestions for future research are offered.     

Cable Television and Advertising: An Assessment

Since its inception, the cable television industry has experienced a large growth rate. Today 16 percent of the U.S. television homes are linked to some form of cable. While there have been numerous federal, state, and local inquiries and a great deal of literature devoted to cable development and potential, there has only been a limited amount of study devoted to cable's relationship to the advertising industry. This paper discusses some of the more pertinent issues of the cable-advertising industry relationship. It traces the past developments of cable's structure and relationship to advertising and offers some current viewpoints concerning this interesting relationship.     

Advertising Strategies and Information Content in American and Swedish Advertising

Technological developments make it easier and easier for marketers to standardize their marketing programmes worldwide. There are, however, also strong forces against such a development in advertising, and a standardized advertising approach across countries could hardly be recommended at this point. This article explores the differences between American and Swedish advertising in terms of advertising strategies used, as well as of how informative they are. The result shows that there are fairly large differences between American and Swedish advertising.     

Consumer Attitudes Toward Professionals' Television Advertising

No abstract available for this article.     

数字时代中国电视广告的优势及形式

传统的电视经营模式中绝对少不了广告。因为电视是目前中国家庭最为普遍的接受信息的工具，观众收看电视节目不用付费，而电视节目的生产、播放需要大量资金，广告费就成了广电媒体的主要收入。据统计，中国现阶段电视经营收入的90％来自电视广告。传统模式下的电视广告有受众广泛、覆盖面广、传播迅速、形象生动等特点，电视媒介也已经将这些特点运用到了极致，希望吸引更多的广告主来投放广告。     

本土广告企业要升级换代

我认为，中国广告业不存在国际化这种提法。因为营销只有两种，面向全球的叫全球化（worldwide）营销，相对而言针对较大区域的就是本土（local）营销。中国是国际化大市场也是世界工厂，WTO之后，中国的企业只要具有全球营销的意识和手段就能够成为世界品牌，所以本土广告公司要考虑的问题应该是如何为这些种子企业服务好，让他们成长起来，能够将中国的品牌在华人范围内成为名牌，它就已经是世界品牌。     

Integrating Results from Children's Television Advertising Research

Children's television advertising is rapidly becoming a major concern to government agencies, citizens' groups and researchers in many areas of the social sciences. To this point there has been little integration of research efforts. This article presents a model of the processing of television advertising by children in order to organize and integrate previous research results and to act as the basis for suggesting future directions for research. The authors indicate that more involvement by advertisers is needed.     

Television Advertising Avoidance: Advancing Research Methodology

New technologies have led to increased television advertising avoidance. In particular, mechanical avoidance in the form of zipping and zapping has gained momentum in recent years. Channel switching or “commercial zapping” studies employ diverse methodologies, including self reports, electronic monitoring, laboratory, and in-home observation which has led to a diversity of reported results. This article proposes advancing and standardizing the methodology to comprise a two-phase hidden observation and survey method. A number of research phases have led to the development of this method to collect both mechanical and behavioral avoidance data. The study includes a detailed outline of the hidden observation approach. The survey phase opens up the potential for the collection of viewer data that may further illuminate television advertising avoidance behavior.     

The Incidence and Characteristics of Disclaimers in Children's Television Advertising

Abstract

This paper reports the results of research that updates and expands previous research on disclaimers in children's television. The study examines the incidence, form, position, language level and variance by product category of a sample of nearly 1,000 advertisements televised during children's programs.     

International Advertising Strategies by NIC Multinationals: The Case of a Korean Firm

Managers of new brands seek to leverage positive WOM and establish a critical mass of consumers who interact with their brands on social network sites (SNSs). Effective selection of ‘seeds’, or influencers, on SNSs, who will recommend the product and leverage the power of their social networks to influence other consumers is key to organic growth. This research examines the role of an influencer’s activity on a social network website (network size, membership duration, share-of-posts), brand message source (marketergenerated versus member-generated), and recipient type (SNS member versus nonmember) on an influencer’s decision to recommend a new brand and the recipient’s decision to make a referral visit. Empirical analyses of clickstream data from SNSs at a commercial website show that marketer- and consumer-generated brand ads differ in their impact on recommending propensity for high share-of-posts and long-term influencers, and for member and non-member recipients, which has implications for referral management.     

Social Psychological (Mis)Representations in Television Advertising

As a result of the FTC's more aggressive approach to regulating advertising, there has been a noticeable reduction in the amount of blatant lies in advertisements. More subtle forms of deceit are still a problem, however. This paper examines a special form of subtly deceptive advertising termed the social-psychological representation. A case is developed from available conceptual and empirical evidence to show how this apparently innocuous advertising method can deceive advertising receivers. Results are presented from a content analysis of television commercials which reveal that social-psychological representations are used extensively in national advertising.     

Comparative Television Advertising: Examining its Nature and Frequency

Despite the frequent discussion and usage of comparative advertising, very few studies have empirically examined the phenomenon. This article reports the findings of a content analysis of 896 nationally televised advertisements. Results on the types of products compared, the competitive advantages stressed, the extent to which competition is noted, and the frequency of comparative advertising are reported. The study showed that strictly defined comparative advertisements are a relatively small percentage of total national television advertisements. Results also suggest that certain product types are more likely to utilize comparisons. Furthermore, quality is clearly the most common attribute stressed in comparative advertisements.     

International Advertising Expenditure Trends

From the early 1990s, marketing literature began to feature a number of articles suggesting that integrated marketing communications (IMC) would have a major impact on advertising as we know it, and on client—advertising agency relationships. A counter-view appeared at that time in the literature suggesting that IMC was nothing more than co-ordinated promotion and that many companies had been doing ‘it’ for some considerable time. More recent articles have lamented that the concept has not been embraced by marketing communications specialists and that implementation has proven difficult. A common definition of IMC—and how it differs from traditional advertising, both in philosophy and in implementation—has not evolved despite considerable academic discussion on the subject. This paper reviews the most comprehensive definitions of IMC and the competing paradigms—‘new’ versus ‘nothing new’—and summarises the results of a recent two-part study that compares the perceptions of clients with those of senior ad agency personnel in New Zealand regarding how and in what ways IMC is developing there.     

The Use of Humor in Asian and Western Television Advertising:

Researchers frequently cite the importance of testing the validity of Western business theory in other regions of the world such as Asia. In response, this study seeks to determine whether US.-based theory concerning the use of humor in television adver- tising has predictive validity in two rapidly emerging Asian markets (Korea and Thailand) and one European market (Germany). Of par- ticular interest are hypothesized relationships between product type and marketers' use of humor to communicate brand information. While some evidence of predictive validity is found, the overall pattern of results suggests that international business managers should exercise caution before assuming that U.S. advertising suate- gies apply in other national markets.