This paper investigates print advertising of the U.S.and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilaramong the four countries identified. This research offers valuable information...

Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit...

Tourist information proved to have an important influence on the choice of holiday destinations. An important category of promotional means used tourism as a source of information is a tourist information documents in which graphical advertising has a great importance. In a harmonious...

Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit...

This paper investigates print advertising of the U.S. and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilar among the four countries identified. This research offers valuable...

Full text in Russian. Executive summary in English is available at pp. 43.

This paper investigates print advertising of the U.S. and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilar among the four countries identified. This research offers valuable...

The proliferation of telecommunication (telecom) operators in the country has led to intense competition within the industry. Most telecom operators use advertising as a major competitive tool to attract, inform and persuade customers to purchase their offerings. Using tertiary students in the...

Purpose – This study aims to examine the influence of a visual alteration in print advertising on viewers’ responses according to the different textual and pictorial information contained in the ad. Design/methodology/approach – Through an experimental design, the presence or not of a...

Purpose – At the marketing/entrepreneurship interface, most research concerns how entrepreneurs market their businesses, rather than how advertisers market to entrepreneurs. The purpose of this study is to address this gap. Design/methodology/approach – The authors undertake a content...