Ebook: More Advertising Worldwide

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.

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This book deals with all aspects of advertising in selected countries. It is a follow-up of Advertising Worldwide by the same editor. The leading magazine "Werben und Verkaufen" (Advertising and Selling) wrote in its review to that volume: "For all advertisers, agencies and students an absolute must is this reader with contributions to the state as well as to the different cultural and legal conditions of advertising worldwide".
(Issue 40/2001)
The book covers Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the United Kingdom and contains a chapter on intercultural management and a case study of Barclaycard International. The authors are specialists from the respective countries.

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This book deals with all aspects of advertising in selected countries. It is a follow-up of Advertising Worldwide by the same editor. The leading magazine "Werben und Verkaufen" (Advertising and Selling) wrote in its review to that volume: "For all advertisers, agencies and students an absolute must is this reader with contributions to the state as well as to the different cultural and legal conditions of advertising worldwide".
(Issue 40/2001)
The book covers Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the United Kingdom and contains a chapter on intercultural management and a case study of Barclaycard International. The authors are specialists from the respective countries.
Content:
Front Matter....Pages I-X
Multicultural Management Insights....Pages 1-18
Advertising in Bulgaria A Nation in Transition....Pages 19-31
Advertising in China....Pages 32-63
Advertising in Greece....Pages 64-84
Advertising in Hong Kong....Pages 85-101
Advertising in Hungary....Pages 102-115
Advertising in Ireland....Pages 116-134
Advertising in Latvia....Pages 135-158
Advertising in Malaysia....Pages 159-181
Advertising in Singapore....Pages 182-215
Advertising in South Korea....Pages 216-237
Advertising in Spain....Pages 238-269
Advertising in Switzerland....Pages 270-298
Advertising in the United Kingdom....Pages 299-325
Case Study: Barclaycard International....Pages 326-338
Back Matter....Pages 339-346

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This book deals with all aspects of advertising in selected countries. It is a follow-up of Advertising Worldwide by the same editor. The leading magazine "Werben und Verkaufen" (Advertising and Selling) wrote in its review to that volume: "For all advertisers, agencies and students an absolute must is this reader with contributions to the state as well as to the different cultural and legal conditions of advertising worldwide".
(Issue 40/2001)
The book covers Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the United Kingdom and contains a chapter on intercultural management and a case study of Barclaycard International. The authors are specialists from the respective countries.
Content:
Front Matter....Pages I-X
Multicultural Management Insights....Pages 1-18
Advertising in Bulgaria A Nation in Transition....Pages 19-31
Advertising in China....Pages 32-63
Advertising in Greece....Pages 64-84
Advertising in Hong Kong....Pages 85-101
Advertising in Hungary....Pages 102-115
Advertising in Ireland....Pages 116-134
Advertising in Latvia....Pages 135-158
Advertising in Malaysia....Pages 159-181
Advertising in Singapore....Pages 182-215
Advertising in South Korea....Pages 216-237
Advertising in Spain....Pages 238-269
Advertising in Switzerland....Pages 270-298
Advertising in the United Kingdom....Pages 299-325
Case Study: Barclaycard International....Pages 326-338
Back Matter....Pages 339-346
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