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The advertising industry in Singapore faces an acutely competitive environment which demands a high level of service from agencies with total quality management (TQM) as the perspective. Mere excellence in creativity with its high focus on product, rather than the market, is no longer sufficient. Supports this hypothesis by a survey.

This study addressed the advertising practices and advertising themes of a random sample of 269 US motel operations. Motel advertising practices were advertising to sales ratios, agency use, media use, satisfaction with advertising, dominant advertising themes, perceptions of advertising effectiveness, and comparative advertising levels. Data were analysed using motel operation attributes including location, number of motels in the system, number of rooms, average daily room rate, and organisational affiliation. Both chain and independent operations were included in the study.

Discusses how corporate advertising has attracted increased attention during recent years, especially in service industries. Addresses the issue of corporate advertising in relation to financial services. Uses a case study to illustrate a successful integration of corporate advertising with product advertising.Concludes with managerial implications and recommendations, finding that corporate advertising should be an integral component of the marketing communications programme of a financial services institution.

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups. Presents views on these groups and the future direction of their regulatory efforts. Reveals that these organizations are playing an ever‐increasing role in the move towards stranger advertising regulation, noting the impact which they have achieved. Concludes that European and US business people see consumer organizations as not being representative of consumers in general and also as being anti‐advertising.

Examines the Accounting Standards Committee′s proposal that all advertising costs other than direct response be incurred or expensed the first time the advertising takes place. Suggests that managers who have been deferring the write‐off of advertising costs, the proposed rule change provides incentives to reduce the level of advertising and/or postpone these expenditures.

Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many study findings, relating particularly to the use of local or US‐based advertising agencies, are examined. Particular concern is to whether or not such factors as the advertiser's attitudes towards cultural factor importance and market area economic development, are considerations in the placing of preparing and placing non‐domestic advertising. Looks at the role of culture and statements to prove advantages and disadvantages in these. Concludes that if a firm uses either US‐based agencies for overseas representation or foreign‐based agencies, its management is displaying some concern for the cultural and other differences forced between markets.

The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups.

A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2012.

Consumers' attitudes toward advertising by medical professionals were in general favorable. Respondents reported that advertising by medical professionals provides consumers with information about the services and qualifications of practitioners. However, consumers were worried about misleading information in these advertisements. Respondents perceived strongly that advertising by medical professionals would lead to an increase in the price of services. Younger respondents and respondents with higher education were more sceptical toward advertising by medical professionals.

Medical professionals should put emphasis on providing consumers with relevant information of their services, expertise, and qualifications to assist consumers' information search. They should refrain from using price appeal.

This is the first study to examine consumers' attitudes toward advertising by medical professionals in a Chinese context.

Explores the question of whether the traditional practice of bundling advertisements with content will prevail or become less common on the Internet. Given that revenue from advertisers is desirable to content providers, the answer mainly depends on whether advertisers will choose to deliver their advertisements by bundling. The decision to bundle in turn depends on the response of customers to bundling and to other advertising strategies. In particular, the relationship between advertising and content provision on the Internet may be affected by this medium’s distinctive characteristics, which affect the choices of advertisers and the response of customers. Thus, one needs to investigate the choices of advertisers, the behavior of customers, and their dependence on the distinctive technological features of the Internet.

The first part of this monograph discusses new perspectives on advertising standardisation. Until recently the controversy over the applicability of standardised advertising themes or advertising campaigns has ignored the realistic marketing approach employed by a select group of multinational companies. The authors note that many companies take a theme or campaign that has been successful in one market, often their domestic market, and employ it in multiple markets; their approach is to make local subsidiaries operate within strict advertising parameters. Goodyear International Corporation and a few other firms, however, follow a pattern approach in which the theme or campaign is initially designed for multi‐market usage and local flexibility.

Focus is on the extent to which international hotel companies are attempting to standardise their advertising messages as they move towards serving a more internationally based market. The characteristics of advertising in the hotel industry are reviewed, together with an examination of the arguments for and against standardisation in international advertising. An overview of a piece of research undertaken in Hong Kong and the UK to determine the level of standardisation is provided together with the results of the project.