Caring for Economics or International Advertising

Caring for Economics: An Aristotelian Perspective

Author: Irene Van Staveren

With an aim to bring caring back into economic theory, this work draws upon the work of Aristotle and Amartya Sen's notions of capability and commitment, to propose an alternative methodology to utilitarianism that is not normative.

New interesting book: Journey into Islam or Christmas in Plains

International Advertising: Realities and Myths

Author: John Philip Jones

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization.

The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Booknews

The fourth of five volumes that together cover all aspects of advertising. Six academics and 20 practitioners consider such general aspects as developments in international advertising, its potentials, creative dimensions, brand and consumer values, mapping cultural values, women as targets, and media and youth. Then they focus on a sampling of countries with studies on the emergence of advertising in Russia, the advertising agency scene in Japan, India as an Asian tiger, new empirical evidence from Norway on the strength of short-term advertising, test marketing in Iceland, and other topics. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

1.	Introduction: The Vicissitudes of International Advertising	1
Part I	The Realities of International Advertising
2.	International Advertising Developments	13
3.	International Advertising: How Far Can It Fly?	29
4.	Alice in Disneyland: A Creative View of International Advertising	41
5.	Brand and Consumer Values in Global Marketing	57
6.	Mapping Cultural Values for Global Marketing and Advertising	77
7.	Women as an Advertising Target: An International Overview	103
8.	Media May Be Global, but Is Youth?	117
Part II	An International Circumnavigation
9.	Rational Arguments and Emotional Envelopes: American and British Advertising Compared	141
10.	The Power of Advertising, Myths and Realities: Evidence From Norway	153
11.	Print Advertising--and How an American Creative Man Learned to Operate in an International Environment	169
12.	The Emergence of Advertising in Russia	181
13.	Australia: A Western or Eastern Advertising Market?	197
14.	The Emperor's New Clothes: A View From Australia on the Creative Process	207
15.	Japan: The Advertising Agency Scene	219
16.	The Asia Pacific Tigers	225
17.	Is India an Asian Tiger?	249
18.	China: Advertising Yesterday and Today	255
Part III	An International Perspective on Measurement and Evaluation
19.	How Single-Source Research First Developed	287
20.	Short-Term Advertising Strength: New Empirical Evidence From Norway	299
21.	The Effectiveness of Television Advertising in France	311
22.	Test Marketing--and Some Notes on Iceland, a Totally Isolated Marketing Environment	319
23.	Modeling the Marketing Process: Innovation From Japan	333
24.	Media Synergy: Evidence From Germany	355
25.	What Do We Know of Mixed Media Effects? More Evidence From Germany	365
26.	Advertising Likability: A View From South Africa	377
27.	Pioneer Work on Advertising Evaluation: The Institute of Practitioners in Advertising's Advertising Effectiveness Awards	385
	Index	391
	About the Contributors	403