Advertising Worldwide

1. Front Matter

   Pages I-X

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2. The Impact of Culture on Advertising

   • Marieke de Mooij

   Pages 1-24

3. Advertising in Australia

   • Paul Gaskin

   Pages 25-39

4. Advertising in Belgium

   • Patrick De Pelsmacker

   Pages 40-66

5. Advertising in Finland

   • Marja-Liisa Kinturi, Liisa Uusitalo

   Pages 67-99

6. Advertising in France

   • Daniel Caumont

   Pages 100-117

7. Advertising in Germany

   • Ingomar Kloss

   Pages 118-148

8. Advertising in India

   • R. Srinivasan

   Pages 149-168

9. Advertising in Japan

   • Makoto Abe

   Pages 169-184

10. Advertising in Russia

    • Olga Tretyak

    Pages 185-222

11. Advertising in South Africa

    • Ria Hugo-Burrows

    Pages 223-244

12. Advertising in Taiwan

    • Jeanne Liu

    Pages 245-270

13. Advertising in the USA

    • Joseph Miller

    Pages 271-286

14. Back Matter

    Pages 287-293

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Each company expanding its activities to foreign countries and advertising its products faces the question of how to do it. The book addresses the following questions: What are the social, cultural or religious features of advertising and advertising practices? Are there any taboos? What legal restrictions do apply? What kind of advertising infrastructure is there? Are there any institutions, federations or boards of advertising? What media are readily available? How are media data collected? What are the methods of gaining advertising data? How can specific target groups be addressed? Are there any particular preferences concerning the use of media?
The book starts with an overview on the impact of culture and offers comprehensive information on advertising conditions in Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan, and the USA. Written by specialists from these countries.

• Advertising
• Corporate Identity
• International Advertising
• Internationale Werbung
• Public Relations
• Werbung

• University of Applied Sciences, Stralsund, Germany

  Ingomar Kloss

Policies and ethics