Advertising and communication research: Internationa...

 

The subject for this issue's Comments section is international advertising issues and challenges. Charles R. Taylor, from Villanova University, provides a commentary that offers a series of suggestion ...

With trade funding growing to some 20% of sales revenue, often at the expense of above-the-line budgets, Brian Moore, managing director of EMR-NAMNEWS, debates the increasing influence of key account ...

Geoff Wicken, TGI global product development director at BMRB, describes the TGI Global Socio-Economic Levels (SEL), a multi-country classification scheme that links together surveys possessing their ...

Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads. Recently, however, content analysis has been criticised for being a purely descriptive me ...

Giles Lury, a partner at The HPI Research Group, argues for a new approach to international research. He writes that the early days of international research were characterised by a centralised appro ...

Cultural sensitivity – understanding the differences that occur across the peoples who inhabit the global village –results in better research designs and better interpretation of results, and helps a ...

Eddie Stephens gives some practical advice on how to succeed as a global account director. He uses humorous insights and quotations to illustrate his arguments and reminisces on experiences in obscure ...

Chuck Young identifies the limitation of language as being one of the biggest barriers to building a global brand. He emphasises the importance of the visual elements when planning international adver ...

This article is based on Research International's 2002 R10 study of global brands which was carried out in 41 countries and 52 cities. It shows that consumers perceive three main types of global brand ...

While the past several years have seen an increased number of academic studies on international advertising, our collective body of knowledge on the subject is not advancing as rapidly as it could be. ...

In this first of a series of articles on media economics Tim Ewington discusses whether the advertising industry is really in recession. He examines data from 16 countries over twenty one years which ...

The author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'internati ...

Project Galore was set up to develop a strategy to leverage the commercial power of Scottishness - its brand equity. This paper describes how Scotland could reconcile its past with its present and dev ...

This paper has at its heart a research project that took place in Jamaica and the United States in January 1999, conducted for Red Stripe beer. The research task was to identify (and provide input int ...

The top advertisers and product categories give an overview on the nature of advertising markets. This review of the top ten advertisers and categories in the world's ten largest advertising markets s ...

Explains how Millward Brown approach the problem of achieving consistent evaluation of advertising from different countries where, for cultural reasons, survey data can differ largely and people react ...

Whilst the common consumer culture is spreading, the author has found, in the course of widespread travelling on qualitative research projects, that countries differ in `advertising literacy'. When im ...

This paper describes the research project undertaken by Hewlett-Packard to enable them to determine whether or not it was possible to achieve economies of scale by developing a trans-national advertis ...