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Article
Publication date: 1 April 1992

Gordon E. Miracle, Kyu Yeol Chang and Charles R. Taylor

More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented…

Abstract

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.

Details

International Marketing Review, vol. 9 no. 4
Type: Research Article
ISSN: 0265-1335

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