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More Advertising Worldwide

  • Book
  • © 2002

Overview

Editors:
  1. Ingomar Kloss

    1. University of Applied Sciences, Stralsund, Germany

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  • Comprehensive information on advertising conditions in thirteen countries

  • Includes supplementary material: sn.pub/extras

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Table of contents (15 chapters)

  1. Front Matter

    Pages I-X
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  2. Multicultural Management Insights

    • Jürgen Rothlauf
    Pages 1-18

  3. Advertising in Bulgaria A Nation in Transition

    • Brad Thompson
    Pages 19-31

  4. Advertising in China

    • Stella Lai Man So
    Pages 32-63

  5. Advertising in Greece

    • Betty Tsakarestou
    Pages 64-84

  6. Advertising in Hong Kong

    • Stella Lai Man So
    Pages 85-101

  7. Advertising in Hungary

    • Szabó D. Tamâs
    Pages 102-115

  8. Advertising in Ireland

    • Tony Meenaghan
    Pages 116-134

  9. Advertising in Latvia

    • Anda Batraga
    Pages 135-158

  10. Advertising in Malaysia

    • Iskandar Abdullah
    Pages 159-181

  11. Advertising in Singapore

    • May O. Lwin, Martin Lee
    Pages 182-215

  12. Advertising in South Korea

    • Dae Ryun Chang
    Pages 216-237

  13. Advertising in Spain

    • Cristina Etayo
    Pages 238-269

  14. Advertising in Switzerland

    • Maurizio Vanetti, Ulrich Dimigen, Carlo Mondada
    Pages 270-298

  15. Advertising in the United Kingdom

    • Paul O’Sullivan
    Pages 299-325

  16. Case Study: Barclaycard International

    • Ron Boddy
    Pages 326-338

  17. Back Matter

    Pages 339-346
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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.

Editors and Affiliations

  • University of Applied Sciences, Stralsund, Germany

    Ingomar Kloss

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