Check nearby libraries
Buy this book
![Loading indicator](/images/ajax-loader-bar.gif)
"Despite considerable degree of multi-country advertising and marketing research, the question of universal or unique approaches to conducting research in different countries still remains unresolved. Based on a review of past research efforts and case histories, this paper suggests that extension versus adjustment of advertising research methodology depends upon at least two major factors. The first factor is related to the advertising function itself in terms of measuring the impact of media vs. content of advertising. The second factor is related to the effects of advertising in terms of measuring behavioral or attitudinal impact of advertising on the market place. Finally, it is suggested that all advertising research can be classified into four categories based on the interaction of the above two factors. For example, media research limited to measuring behavioral effects of media will be easy to extend from country to country. On the other hand, content research limited to measuring attitudinal effects will be the most unique and, therefore, will need adjustment across countries with respect to research methodology and procedures."
Check nearby libraries
Buy this book
![Loading indicator](/images/ajax-loader-bar.gif)
Previews available in: English
Subjects
Advertising, ResearchShowing 2 featured editions. View all 2 editions?
Edition | Availability |
---|---|
1
Should multi-country advertising research be universal or unique?
1979, College of Commerce and Business Administration, University of Illinois at Urbana-Champaign
in English
|
aaaa
Libraries near you:
WorldCat
|
2
Should multi-country advertising research be universal or unique?
1979, College of Commerce and Business Administration, University of Illinois at Urbana-Champaign
in English
|
bbbb
Libraries near you:
WorldCat
|
Book Details
Edition Notes
Includes bibliographical references (p. 11).
The Physical Object
ID Numbers
Community Reviews (0)
Feedback?October 8, 2017 | Edited by MARC Bot | merge duplicate works of 'Should multi-country advertising research be universal or unique?' |
July 9, 2011 | Created by ImportBot | import new book |