More Advertising Worldwide

  • Ingomar Kloss

Table of contents

  1. Front Matter
    Pages I-X
  2. Jürgen Rothlauf
    Pages 1-18
  3. Stella Lai Man So
    Pages 32-63
  4. Betty Tsakarestou
    Pages 64-84
  5. Stella Lai Man So
    Pages 85-101
  6. Szabó D. Tamâs
    Pages 102-115
  7. Tony Meenaghan
    Pages 116-134
  8. Anda Batraga
    Pages 135-158
  9. Iskandar Abdullah
    Pages 159-181
  10. May O. Lwin, Martin Lee
    Pages 182-215
  11. Dae Ryun Chang
    Pages 216-237
  12. Cristina Etayo
    Pages 238-269
  13. Maurizio Vanetti, Ulrich Dimigen, Carlo Mondada
    Pages 270-298
  14. Paul O’Sullivan
    Pages 299-325
  15. Ron Boddy
    Pages 326-338
  16. Back Matter
    Pages 339-346

About this book


The first volume of this reader was on the subject of advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan and the USA. Not forgetting Marieke de Mooij's chapter on the impact of culture on advertising. With this second volume the title "Advertising Worldwide" becomes a little bit more true. Again other important countries are investigated with respect to their specific advertising structures. The authors of the different countries had the same briefing as in the first volume: • What are the social, cultural or religious features of advertising and advertising practices? • Are there any taboos? • Which legal restrictions apply? • What kind of advertising infrastructure is there? Are there any institu­ tions, federations or boards of advertising? • Which media are readily available? • How are media data collected? What are the methods of gaining adver­ tising data? • How can specific target groups be addressed? • Are there any particular preferences concerning the use of media? Assessing the choice of countries in the two volumes of "Advertising Wordwide" one has to conc1ude as a first resume that it is not primarily the more theoretical question of standardization or differentiation which dominates the advertising strategy (at least for consumer goods) but the very practical necessity of adapting to the respective specific advertising conditions of each country. A standardized global, even multinational ad­ vertising campaign has to be considered the exception, rather than the rule.


Advertising Intercultural Management Interkulturelles Management International Advertising International Management International Marketing Internationale Werbung Internationales Marketing Internet Verkauf Werbung internationales Management management marketing multicultural management

Editors and affiliations

  • Ingomar Kloss
    • 1
  1. 1.University of Applied SciencesStralsundGermany

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2002
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-642-53470-6
  • Online ISBN 978-3-540-24788-3
  • Buy this book on publisher's site
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Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods