Advertising Worldwide: Advertising Conditions in Selected Countries

ISBN-13: 9783642632068 / Angielski / Miękka / 2012 / 294 str.

Ingomar Kloss; M. Abe; R. Hugo-Burrows

Opis

This book addresses the following questions: What are the social, cultural or religious particularities of advertising and advertising practices? Are there any taboos? What about legal restrictions? How is the advertising infrastructure? Are there any institutions, federations or boards of advertising? How are media data collected? How can specific target groups be addressed? Are there any specific habits in using media? Specialists from Australia, Belgium, Finland, France, Germany, India, Mexico, Russia, South Africa, Taiwan, and the USA provide comprehensive information on advertising conditions in their countries.

Recenzje

"Für alle Werber, Agenturen und Studenten ein absolutes Must ist dieser Reader mit Beiträgen zum Zustand sowie den unterschiedlichen kulturellen und juristischen Bedingungen für die Werbung weltweit! Deshalb hat Ingomar Kloss, der an der Fachhochschule Stralsund Marketing und internationale Werbung lehrt, sein Buch Advertising Worldwide wohlweislich auf Englisch geschrieben (ein gut verständliches Englisch!). ... Das Buch ist erfreulich übersichtlich aufgebaut und lebendig geschrieben.... Zum Schluss gibt es fast immer einen Blick auf die zukünftige Entwicklung sowie Literaturtipps und wichtige Adressen. Also ein unentbehrliches Handbuch zum Nachschlagen für jede Agentur, denn wer kann schon wissen, dass zum Beispiel Werbeagenturen in Japan keinen Konkurrenzausschluss von Werbungtreibenden haben?" Werben und Verkaufen, 40/2001

Spis treści

The Impact of Culture on Advertising.- Advertising in Australia.- Advertising in Belgium.- Advertising in Finland.- Advertising in France.- Advertising in Germany.- Advertising in India.- Advertising in Japan.- Advertising in Russia.- Advertising in South Africa.- Advertising in Taiwan.- Advertising in the USA.- The Authors.

Blurb

Each company expanding its activities to foreign countries and advertising its products faces the question of how to do it. The book addresses the following questions: What are the social, cultural or religious features of advertising and advertising practices? Are there any taboos? What legal restrictions do apply? What kind of advertising infrastructure is there? Are there any institutions, federations or boards of advertising? What media are readily available? How are media data collected? What are the methods of gaining advertising data? How can specific target groups be addressed? Are there any particular preferences concerning the use of media?
The book starts with an overview on the impact of culture and offers comprehensive information on advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan, and the USA. Written by specialists from these countries.