Javalgi, Rajshekhar; Cutler, Bob D.; Steven White, D. - In: International Marketing Review 11 (1994) 6, pp. 48-64
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 …