Purpose – The purpose of this paper is to examine the presence and influence of US advertising in Italy between the … influence of US advertising in Italy between the early 1950s and the mid-1970s. Findings – The paper argues that there is a need … discursive practices that different individual actors (American, British and Italian) operating within the Italian advertising …

Many senior business people in the USA believe that some 90% of all advertising does not do what it is intended to do …. The common reasons are the basic ineptitude of many people charged with creating advertising, objectives and goals … inadequately set, advertising created primarily to win awards for creative excellence, ignorance of basic rules, and lack of a …

informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and …‐city comparisons lend support to the contemporary theory of advertising as information.  …

who create television commercials. Significant differences between US and Korean television advertising were found …. Cultural differences are identified that: (1) suggest reasons for differences in television advertising between countries and … (2) provide guidance for international advertising managers who supervise creative personnel doing advertising in Korea …

advertise internationally, although advertising is an important determinant of foreign sales, even if that advertising in non …

This study addressed the advertising practices and advertising themes of a random sample of 269 US motel operations …. Motel advertising practices were advertising to sales ratios, agency use, media use, satisfaction with advertising, dominant … advertising themes, perceptions of advertising effectiveness, and comparative advertising levels. Data were analysed using motel …

Today, one of the most important and creative challenges in international advertising is communicating to people of … differences, and advanced media technology. A review of the literature suggests a need for comparative analysis of advertising …

Presents findings from an empirical study which investigates the effects of different advertising appeals used across … certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the … USA than in China. When appeals emphasizing collectivistic benefits are employed, they are generally more effective in …