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Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms
journal contribution
posted on 2002-01-01, 00:00 authored by C J Hughes, Michael PolonskyMichael PolonskyThis paper examines the information content of print advertisements for high involvement products in Australia, by Australian, Japanese and U.S. firms. Paired comparisons between firms found that the information in Japanese firms, Australian advertising is relatively more similar to information in Australian firms' advertising than is the information in U.S. firms' Australian advertising. Comparisons between the results of this study and previous works found that the information used in Australian advertising by both Japanese and U.S. firms differed from advertising within the two respective home markets. This may support the view that there is some localization of information taking place.
History
Journal
Advances in international marketingVolume
12Season
Volume title: New directions in international advertising researchPagination
263 - 280Publisher
Emerald Group PublishingLocation
Bingley, Eng.ISSN
1474-7979Language
engPublication classification
C1.1 Refereed article in a scholarly journal; C Journal articleCopyright notice
2002, Emerald Group PublishingUsage metrics
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