Theoretical and Practical Perspectives
Note: Page numbers followed by f indicate figures; page numbers followed by t indicate tables. A Absolut, 293 ACE Metrix, 287 actual product, 26, 26f Adidas, 176 advertiser(s), most-awarded (2009), 221t advertising, 60–61, 61t cinema, 239 cultural influences on, 129–33, 131f defined, 60 direct marketing, 240 expenditures for, 60, 61t by country, 14t growth of, 14–16, 14t, 15t globalized, 183–87, 185f, 186f products suitable for, 187–93, 188f–90f, 192f, 193f international coordinating and controlling, 161–81. See also international advertising, coordinating and controlling environment of, 87–105. See also specific com- ponents and international marketing and advertising environment growth of, 1–20. See also international business and advertising, growth of localization of, 194–98, 197f local print, 235–38, 236f, 237t mass media, 233 mobile phones, 240–42, 241t most-awarded advertisers (2009), 221t most-awarded agencies (2009), 221t most-awarded agency networks (2009), 221t most-awarded countries (2009), 222t national, regulation of, 291–308. See also national advertising, regulation of national/local media, 227–46 regulation of, 291–321. See also international adver- tising, regulation of role in society, 60 specialized, 60 standardized, 60 transit, 239 world expenditures by medium, purchasing power parities, 231t Advertising Age, 16, 18, 109–10, 114, 173, 270, 328, 338 advertising agencies international, as source of secondary data in mar- keting research, 269–70 local, vs. international advertising agencies, 307–08 most-awarded (2009), 221t advertising appeals, 199–214 defined, 199 advertising media, 227–61. See media Advertising Standards Authority (ASA), 312–13, 316...
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