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ESOMAR Conference papers
Int. Journal of Advertising
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Directions in marketing communications research: an analysis of the International Journal of Advertising
Douglas West, International Journal of Advertising, Vol. 26, No. 4, 2007, pp. 543-554
This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1982-2006).
This paper provides a content analysis of the inputs and outputs of the International Journal of Advertising (IJA) during the period 1992-2006 and was sparked by the 25th anniversary of the journal (1982-2006). A total of 348 papers were surveyed using a content analysis in order to provide researchers and readers with a better sense of the contribution of the IJA over the past 15 years. The analysis reveals a journal largely focused upon topics involving practice and effects with increasingly sophisticated statistical techniques employed. Single-authored papers appear to be in decline in favour of two- to three-authored papers, and author institutions widely domiciled across North America, Asia, the UK, Europe and Australasia.
Coordinating Globality and Peculiarity. The Case of a Successful Adaptation in the Spanish PC Magazine Market
M Moro, C Valencia and P Fontcuberta, ESOMAR, Strategic Publishing, Milan, October 1999
This paper examines the role of research in the process of adapting international publishing products to local markets.
This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case, the goal was to adapt a computer magazine that had been successfully launched in Germany to the Spanish market. This paper describes how research contributed to the process. We employed an exhaustive ad hoc research process that combined qualitative and quantitative techniques to reinforce the true and differential essence of the offering, and to uncover the attributes most appreciated by consumers. The positive results drawn by the first issues of the magazine support the work performed.
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