Product information strategies of American and Japanese television advertisements

Article Abstract:

A study of television advertising campaign strategies used by American marketers as compared to their Japanese counterparts show that the Japanese prefer emotional or physical symbolisms. On the other hand, Americans focus more on substance or information cues. The Japanese consumer is more intuitive and looks at format and presentation or the inner logic inherent in Asian cultures. Ultimately, the logic behind Japanese television advertising goes against that of Western advertising.

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Advertising into the next millennium

Article Abstract:

Marketing and advertising are dominated by technology in the late 20th century. The fragmentation of markets is a challenge for advertisers as they try to reach consumers who utilize computers. The one-to-many communications model for advertising is changing as advertising effectiveness in the age of the Internet offers advertisers a virtual world.

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Model-based development and testing of advertising messages: a comparative study of two campaign proposals based on the MECCAS model and a conventional approach

Article Abstract:

An analysis of advertising effectiveness is provided. Two different advertising campaigns are proposed.

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