TY  - JOUR
AB  - More than 2,000 Korean and US television commercials were analysed
to determine how soon, how long and how many times the brand, company
name and product are presented. These variables represent important
decisions that must be made by those 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 and the US.
VL  - 9
IS  - 4
SN  - 0265-1335
DO  - 10.1108/02651339210017082
UR  - https://doi.org/10.1108/02651339210017082
AU  - Miracle Gordon E.
AU  - Yeol Chang Kyu
AU  - Taylor Charles R.
PY  - 1992
Y1  - 1992/01/01
TI  - Culture and Advertising Executions: A Comparison of
Selected Characteristics of Korean and US Television Commercials
T2  - International Marketing Review
PB  - MCB UP Ltd
Y2  - 2024/05/06
ER  -