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Print Advertising in the Pacific Basin: An Empirical Investigation

Rajshekhar Javalgi (James J. Nance Collage of Business Administration at Cleveland State University, Ohio, USA)
Bob D. Cutler (James J. Nance Collage of Business Administration at Cleveland State University, Ohio, USA)
D. Steven White (James J. Nance Collage of Business Administration at Cleveland State University, Ohio, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 December 1994

1919

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.

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Citation

Javalgi, R., Cutler, B.D. and Steven White, D. (1994), "Print Advertising in the Pacific Basin: An Empirical Investigation", International Marketing Review, Vol. 11 No. 6, pp. 48-64. https://doi.org/10.1108/02651339410073006

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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