Comparative Analysis of Advertising Information in a U.S. And Mexico Edition of a Men's Magazine

Falk, Louis K.; Jones, Robert W.; Foster, Dawn E.; Rehman, Sharaf

doi:10.1108/eb047388

Cited by 3 publications

(2 citation statements)

References 11 publications

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“…Since cultural heterogeneity demands a likely complex and costly adaptation of advertising, the focus of research lies mainly on the comparison of culturally different regions, such as South America and the West [e.g., Falk et al (1999) for Mexico and the US and Zandpour et al (1994) for Mexico, Argentina and Brazil compared to 20 other European, Arab and Asian countries] and to an even larger extent Asia and the West. This includes Japan and the USA (Lin, 1993;Javalgi et al, 1995), Korea and the USA (Cho et al, 1999;Taylor et al, 1997) and China and the West (Ji and McNeil, 2001;Chan et al, 2007) as well as emerging economies (China, India) and developed countries (Nicholson and Khan, 2017).…”

Section: Geographical Areas With Cultural Similar/dissimilar Countriesmentioning

confidence: 99%

A comparative study on glocal commercial advertisement perceptions - British and French viewers' responses to Red Bull

Bremser¹,

Walter²,

Goehlich³

2018

IJCM

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This exploratory study analyses advertising viewers' perceptions using the same well-known person across different countries. Depending on their cultural background the interviewees associated very different feelings with the historical character shown in the cartoon. Additionally, the articulation and the style of the underlying music were perceived in different ways by both cultures. However, the results show that even though the commercial and the lyrics are differently understood and interpreted, the targeted marketing message is equally conveyed. The differences in perceptions observed are correlated with the Hofstede indexes for cross-cultural dimensions. This study is the first one to analyse perceptions about the same historical celebrity used in advertising among different countries and to correlate them with the Hofstede dimensions. It can thus give answers to the applicability of a certain type of advertising in different cultures, given that Hofstede dimensions are available for the selected countries.

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Section: Geographical Areas With Cultural Similar/dissimilar Countriesmentioning

confidence: 99%

A comparative study on glocal commercial advertisement perceptions - British and French viewers' responses to Red Bull

Bremser¹,

Walter²,

Goehlich³

2018

IJCM

View full text Add to dashboard Cite

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“…These ideas are supported by the results of previous studies showing that countries with low levels of development have more informative advertisements than those that have high levels of development (e.g., Baack, Wilson, & Till, 2016). In addition, Falk, Jones, Foster, and Rehman (1999) suggested that countries with lower levels of development have less cluttered media environments and hence advertisers can include more informative advertisements without the risk of message overload. Also, the difference in the level of development in an LDC affects not only the amount of information, but also the type of information contained in a billboard medium.…”

Section: Factors Affecting Effectiveness Of Billboard Advertising In mentioning

confidence: 99%

The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia

Gebreselassie

Bougie

2018

Journal of Promotion Management

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This article explores media preferences of advertisers in Least Developed Countries (LDCs) using the case of Ethiopia. Study 1 demonstrates that billboards are the most popular medium in an LDC. Study 2 builds on these findings and provides an explanation of why billboards are prevalent in an LDC. The most important reasons for using billboards include tangible response, media efficiency, location, visibility, and LDC-specific factors. Study 2 also provides an overview of managers' beliefs regarding billboard effectiveness. According to the managers in an LDC, the factors contributing to billboard effectiveness are clarity, name identification, location of billboard, visuals, readability, information, physical aspects, creativity, and integrated marketing communications. Finally, this article investigates the relationship between the reasons for using billboards and managers' perceptions of what makes them effective. Overall, these studies fill a void in the literature by researching issues that were less explored by earlier studies, particularly in the context of an LDC. Implications for marketing scholars and practitioners are delineated in the article.

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Consumers’ Perception on Standardized Advertizing and Localized Advertising of Multinational Companies in Smartphone Industry

Liu

Kramarczuk

Megits

2014

JEECAR

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This research analyzed the difference between standardized advertising and localized (adapted) advertising based on the perception of consumers from China and the U.S. Both qualitative and quantitative analyses have been using to evaluate different marketing approaches in multiple international markets. The emphasis of this study focuses on evaluating the efficiency of advertising by assessing to what extent a standardized and localized commercial enhances brand preference and consumer's likelihood to purchase.Quantitative analysis was conducted to identify the significance of the difference between the efficiency of standardized advertising and localized advertising in the smartphone industry, based on the perception of consumers from China and the United States in the smartphone industry. By testing the significance of the hypothesis on ad standardization and localization, some implications are suggested. The results show that it is more effective to implement a standardized ad rather than a localized ad in China. Although the sample data of this study is collected from China and the U.S., qualitative analysis covers multiple nations from Asia to Europe and has meaningful empirical value for MNCs to develop business in those countries

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Comparative Analysis of Advertising Information in a U.S. And Mexico Edition of a Men's Magazine

Cited by 3 publications

References 11 publications

A comparative study on glocal commercial advertisement perceptions - British and French viewers' responses to Red Bull

A comparative study on glocal commercial advertisement perceptions - British and French viewers' responses to Red Bull

The Meaning and Effectiveness of Billboard Advertising in Least Developed Countries: The Case of Ethiopia

Consumers’ Perception on Standardized Advertizing and Localized Advertising of Multinational Companies in Smartphone Industry

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