address the importance of identifying culture‐specific advertising strategies when targeting global market segments. In … applying this methodology to advertising research, the study analyses German and Japanese magazine advertising targeting women … apparent transnational similarities in advertising aimed at women, the difference‐in‐differences analysis reveals marked cross …

Print and television advertisements for American products appearing in the USA, Germany and Japan are content analysed … to explore factors influencing the usage of standardised versus specialised approaches in multinational advertising …. Three factors are examined: market distance, product type, and advertising medium employed. The results of this pilot study …

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific … Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print … advertising components across the countries. Similarities were identified with respect to the use of photographs, the umber of …

Examines the penetration of television advertising in relation to the qualitative contents; continuity of the … advertising; exposure patterns; and whether or not the advertising is for a new product. Results were found that advertisements … series advertising using the same spokesperson and/or the same tone of appeal achieved deeper penetration than non …

Abstract This paper analyses intensity and effects of activation strategies towards older recipients of unemployment …