Print Advertising in the Pacific Basin

Abstract

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 number of products shown per advertisement, the use of symbolic appeals, the use of product association and the use of product comparison appeals. However, the number of differences between the countries casts doubt on the extent of regional standardization that is feasible.

INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

“…Yet Bang and Moon (2002) found that U.S. services ads contained more tangible cues than Korean ads. These results suggest that informational differences exist across countries, as well as within Asia, a finding that is consistent with existing advertising research across different Asian countries (e.g., Javalgi, Cutler, and White 1994;Tse, Belk, and Zhou 1989). Certainly, more research regarding the similarities and differences in information across Asian countries would provide crucial knowledge to service providers seeking to expand in that part of the world.…”

Consumer perceptions of mentioned product and brand attributes in magazine advertising

“…Stage 1: Content analysis of magazine advertisements Analysis of advertising content has been widely discussed and used for a variety of research purposes over the last three decades (Aaker, 1984;Cutler and Javalgi, 1992;Dowling, 1980;Harmon et al, 1983;James and Vanden Bergh, 1989;Javalgi, et al, 1994;Kassarjian, 1977;Madden et al, 1986;Puth, 1981;Puth et al, 1982;Ramaseshan et al, 1996;Rice and Lu, 1988;Zandpour et al, 1992). It is employed in this study to create an exhaustive list of product attributes used as input variables to a multiple item Likert scale instrument, the results of which were then subjected to a series of factor analyses to determine underlying consumer perceptions of product attributes.…”

Modeling the Effects of Culture-Related Variables on the Attitude Towards Advertising

“…These include: development of a theoretical model for using cross-cultural similarities and differences as segmentation variables in cross-cultural research (Wang, 2000), issue of standardization vs. customization in multicultural advertising (Javalgi, Cutler, & White, 1994;Whitelock & Rey, 1998), considering a "culture" as a justifiable variable for market segmentation (Lindridge & Dibb, Andrei G. Mikhailitchenko and Thomas W. Whipple 43 2003), and issues in cross-cultural "paired" research designs (Albers- Miller & Gelb, 1996). Some empirical and practical tasks-oriented studies were useful for broadening the scope of research insight: Islamic countries and international food commodity markets (Bakhtiari & Sanaie, 1999), investigation into buying behavior in a transitional economy (Tuyet, Thi, Jung, Lants, & Loeb, 2003), identifying brand image dimensionality and measuring the degree of brand globalization in cross-national setting (Hsieh, 2002), and consumer decision-making styles in a multi-country setting .…”