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The objectives of this study are (a) to examine the impact of religion on consumers' perceptions of controversial advertising, on their perceptions of the protective and restrictive social effects of controversial advertising regulations, and on their perceptions of the restrictiveness of the regulations; and (b) to determine the moderating effect of religion on the influence of independent variables (consumers' perceptions of controversial advertising, and of the protective and restrictive social effects of regulations on controversial advertising) on a dependent variable (consumers' perceptions of regulations governing controversial advertising). According to cross-sectional survey data collected from 1,402 university students in 11 countries throughout North America, Europe, Asia, and Australia, Islamic followers were most easily offended by controversial advertising and generally found the current regulations not strict enough to address their sensitivities; Christians' and Hindus' found the regulations to fit with their more liberal attitudes toward controversial advertising, while Buddhists/Taoists and nonbelievers perceived the current regulations to be overly strict. These findings suggest that regulatory bodies should institute regulations consistent with the sensibilities of the religious profile of the population in the locale in which they operate. [ABSTRACT FROM AUTHOR]

Global advertising often uses cultural values to standardize globally advertised messages. However, this exploratory study investigates the possibility that rather than cultural values (and consumer wants), it is consumer needs that are strongly shared across countries. Therefore, it might be possible to replace cultural values with these shared consumer needs for the standardization of globally advertised messages. This study does not argue against the universality of the content or structure of values, but rather against the universality of the importance of values across countries. The means-end theory is used to link the relationships between consumer wants, needs, and values. Data collected from Indian and Chinese consumers of information technology education services were analyzed using the laddering technique to reveal hierarchical value maps for each of the two country samples. The results indicate that at the level of consumer wants, Indian consumers seek more tangible attributes while Chinese consumers seek more intangible ones. Also, at the level of cultural values, Chinese consumers associate more values with the service than their Indian counterparts. At the same time, within both groups of consumers the same set of consumer needs were strongly shared among consumers; these were the need for knowledge enhancement, the need for skill improvement, and the need for better employability. Therefore, the results suggest that if managers want to successfully standardize their global advertising, their message strategy could focus on consumer needs that are strongly shared across countries. [ABSTRACT FROM AUTHOR]

In international communication, adaptation of messages to the audience’s values has been prominently studied. In advertising, a meta-analysis of experimental studies showed that ads with culturally adapted value appeals are generally more persuasive and better liked than ads with culturally unadapted value appeals. This general effect was not observed for studies with Western Europeans. One explanation may be that these studies did not examine individualism–collectivism, whereas adaptation to this dimension has been shown to be very successful. In this article, this explanation was tested. Six experiments were conducted in which participants from Belgium, the UK or the Netherlands judged an ad with an adapted, individualistic appeal or with an unadapted, collectivistic appeal. The experiments and a subsequent meta-analysis indicate that Western Europeans are not more persuaded by the culturally adapted than by the culturally unadapted value appeals based on individualism–collectivism. This result nuances earlier findings underlining the importance of cultural value adaptation. [ABSTRACT FROM AUTHOR]

The present study made an attempt to identify the major problems and challenges related with production, and marketing of the handloom industrial units in South India. The analysis on the problems experienced by the handloom units helps in the identification of the specific needs of this sector, as well as orient research and policy initiatives in a more focused manner. The study was based on the primary data collected from the sample handloom industrial units in South India. The study found that handloom products are getting wider popularity in the domestic and international market, but the handloom units are facing different problems in the area of production and marketing. [ABSTRACT FROM AUTHOR]

This article proposes a methodology to support decision-making to select an international market. To do so, an output-oriented data envelopment analysis (DEA) model is used. This methodology takes into account multiple variables such as import tariffs, logistics costs, the ease of doing business, cultural gaps, the value of imports, GDP per capita and logistics performance, among others, which are validated with a correlation analysis. The methodology is applied to frozen beef exported from Colombia and it assesses the efficiency of possible destination countries. Finally, this study concludes that DEA provides easy to apply robust models identifying countries and regions that generate higher benefits to access international markets. [ABSTRACT FROM AUTHOR]

By the late 1950s, it seemed clear that international advertising was different in many ways from domestic U.S. advertising. There was already developing an international language of advertising (Dunn 1967). The dominance of advertising by U.S. agencies, companies and media was being challenged by advertising professionals in Europe and Japan. I tried to emphasize the need to tailor advertising strategy in Advertising: Its Role in Modern Marketing first published in 1961 (Dunn 1961). It was hoped this step would encourage more advertising professors to include attention to international problems in their courses. As a Fulbright lecturer in France in 1959-60 and advertising researcher in Great Britain in 1960, I had a ringside seat for the opening of the European Common Market and the rise of advertising tailored for the French, British, German and Benelux markets. Returning to the U.S. in later 1960 I contacted the International Advertising Association, the Association for Education in Journalism, the American Marketing Association and several advertising professors to learn what they knew about international advertising education. The AEJ and the AMA had little to offer, and most professors I contacted agreed that international was important but were too swamped with other problems to give it special attention. However, the International Advertising Association (formerly the Export Advertising Association) was interested in helping promote international advertising in colleges and universities. James Gilbert, executive vice president and chief administrative executive of the IAA invited me to attend the World Congress of the IAA as its guest in Chicago in 1962. As far as I know, I was the only professor at that meeting attended by over 400 advertising professionals from around the world. [ABSTRACT FROM AUTHOR]

The past 18-month period had brought about the first real major crisis experienced by U.S. multinational consumer products companies. The preceding decade and a half of rapid expansion and profit growth had left international marketing executives unprepared for what has suddenly happened to their overseas markets. Domestics markets executives learned ten years ago, when their boom era came to an end, that their survival depended a great deal on strategic marketing planning, which in turn required accurate data from which strategic decision can be made. Since reliable international marketing research information is usually not dependable outside of Europe, each company must develop its own data collection system. Critical information such as trends in brand sales versus competitors, rates of increase in distribution, competitive pricing, consumer preference trends, etc., can be gathered through the relatively simple method which I have outlined. Those MNC's which continue to make strategic decisions without the benefit of marketing research data will see a slow erosion of their international business. [ABSTRACT FROM AUTHOR]

The article presents several abstracts pertaining to international marketing. They include "Modern Marketing: Problems of Transferral to Developing Economies," by William A. Strong and James E. Littlefield, "Agricultural Extension Plan for 1970," and "Marketing Problems in Overseas Operations," by Reuben Slesinger.

Marketers cannot ignore nationalistic tendencies and other hidden hazards in international advertising. But universal advertising appeals, communicated in the local idiom, can be more effective than is generally realized, argues a top advertising executive. [ABSTRACT FROM AUTHOR]

The article presents abstracts on advertising topics which include the use of persuasive communications in advertising, media advertising in foreign markets, and advertising in the National Yellow Pages Services.

The article presents abstracts of marketing articles related to international marketing. They include "Organizing for Europe," by Roy Hilbert, "Antitrust Laws in the European Economic Community," by Stefan A. Riesenfeld, and "Red Economists See Need of Advertising," by Carter R. Bryan.

The article discusses the opportunities, as well as the pitfalls, of marketing on an international level. According to the author, U.S. private investment in the overseas markets is estimated to be more than $43 billion, with another $3 billion being added by the end of 1961. The author expresses a need for an abandonment of marketing methods used in other countries and a shift of the domestic form of marketing to other countries. He outlines six essential procedures for establishing an international organization, including forming the right international staff, preparing a marketing plan, and forming a presentation of that plan.

Companies that wish to operate internationally need to understand different cultures. Successful brands, like McDonalds, are easily recognized all over the world. While many products of successful global brands are marketed in a consistent manner, there is a need for these companies to understand regional differences. Organizations must accept these differences to succeed in different parts of the world. The present case concerns Vimal Agro Private Limited, Bardoli (India), a food processing company, with a special focus on brand Swad. Promotional activities conducted by the company at local and international levels have been studied. The secondary as well as primary data has been used for the purpose. The case poses questions on the company’s survival in different countries. [ABSTRACT FROM AUTHOR]

The issue of advertising translation inevitably raises that of international marketing. One of the preliminary assumptions underlying product internationalization seems to be the widespread belief in significant similarities between people from different world regions and cultures, which has led to a fairly high degree of standardization in many product features. This is the case of many cosmetic products, sold worldwide with identical advertising strategies. Despite divergent approaches to international campaigns adopted by different cultures/countries, international advertising often involves translation. Whether translation includes pictorial or textual elements, or both, it also seems to depend on cultural issues. In Portugal, international campaigns of cosmetic products seldom involve profound incursions into the advertisement layout. Except for the copy text, there are several elements that remain unscathed in Portuguese adverts: overall structure, pictures and names. The present paper will address these issues, trying to infer some of the implications that this translational option might bring to cosmetic advertising. [ABSTRACT FROM AUTHOR]

This study examines the effects of marketing capabilities and export market orientation on export performance. In this regard, suggesting hypotheses about the relationships between these variables, the model has been proposed. Using survey data of 416 manufacturing firms based in Turkey that are exporting to international markets, the model was tested by confirmatory factor analysis and structural equation modeling. Results indicate that product development and channel management marketing capabilities are significantly affect export market orientation. Also, there is a strong relationship between export market orientation and three dimensions of export performance: financial performance, strategic performance and satisfaction with export venture. [ABSTRACT FROM AUTHOR]

There are several motivations for domestic policy-makers to protect food markets in the course of globalization. On the other hand, there are also theoretical arguments for why globalization should lead to less assistance to domestic farmers. By using a large cross-country data set and a dynamic panel data analysis, I investigate the influence of globalization on protectionist policies in the agricultural sector empirically. I find that globalization induces countries to increase agricultural protection. This result is robust to dealing with the potential endogeneity of globalization via internal instruments generated by the system GMM model. [ABSTRACT FROM AUTHOR]

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Purpose – The aim of this study is to focus on consumers’ responses towards visual fashion ideal in hybrid magazine advertisements from a cross-cultural and generational perspective. Design/methodology/approach – This exploratory qualitative focus group study showed a set of validated advertisements to 64 female participants. Half of the sample was from the USA, the other half was from China. To examine generational differences, the interviewees were split by age in each group: half of the participants were between 18 and 34, and half were between the age of 45 and 65 years. Findings – Both Chinese and American target audiences viewed the trendy advertisements with an aspirational eye in which the advertisement was interpreted as representing an ideal self to which they aspired, one that they wanted to achieve but, for some reason(s), were not capable of achieving at the time. However, the degree of aspiration varied for Chinese and American audiences. Research limitations/implications – Because of the chosen research approach, the research results may lack generalizability. Therefore, future research may use survey and experimental research approaches. Practical implications – International marketers may need to design advertisements with more “realistic” imagery, while keeping the idealized Western style in Chinese advertising. Advertisers should also be cognizant of intergenerational influences in the Chinese market; many young Chinese women still rely on their mothers regarding fashion purchase decisions. Originality/value – This paper fills a need to understand both the similarities and the differences in marketing communications across cultures. [ABSTRACT FROM AUTHOR]

The article focuses on the differences in television advertisements of Japan and Indonesia. Topics discussed include cultural differences that affect advertisements among country markets, Japanese advertising campaign which lack in quality since its communication does not target customer nor product and global advertisements designed for multiple countries by considering market differences. Other topics include standardization of advertising and different types of international advertising.

The aims of this article are threefold: One, to focus on the advertising and marketing communications situating the presence of the USA in India. Two, to address three issues concerning the where, how, and impact dimensions of marking the US presence in Indian advertising. In that process an attempt will be made to integrate three aspects of advertising, namely: marketing, media, and linguistics. Three, to account for US corporate culture as it manifests itself in advertising. Central to our discussion are two product types: consumer products (e.g. Coke, Pepsi, Kellogg's cereals, or Cadbury's chocolates) and socially-sensitive, or 'taboo', products (e.g. condoms, alcohol, and breath fresheners). [ABSTRACT FROM AUTHOR]

The article provides information on various periodical publications listed in "Journal Citations Reports," including Volume 30 of "Personal Communication," Volume 46 of "Research on Language and Social Interaction" and Volume 32 of "International Journal of Advertising."

This study empirically tests whether MNCs leverage and exploit existing innovative capabilities to penetrate foreign markets by international diversification. MNCs then utilize these international diversification strategies to develop future new knowledge resources and skills being increasingly developed around the globe. The analyses used a sample of the largest MNCs' from Europe, Japan and North America representing nine industries. Results indicate that MNCs initial innovative capabilities are positively related to future international diversification. Our analyses showed that international diversification, in turn were positively and significantly related to the MNCs' future R&D intensity, number of patents, and Technological Impact Index. [ABSTRACT FROM AUTHOR]

Managers need a better understanding of critical success factors in sponsorship. An excellent example how a multinational company successfully approached this challenge is the case study of UniCredit. This European Bank is one of the sponsors of the UEFA Champions League with an exclusive running from July 2009 until June 2015. This sponsorship is an essential element within the group-wide marketing communication strategy of UniCredit. It is also a good example of how a multinational company can use an international sports platform to support its master brand strategy and to enhance local rebranding processes. The case study illustrates the successful 360° activation on group and local level. [ABSTRACT FROM AUTHOR]

This written work seeks to establish the principal characteristics of the developmental process in the American and European advertising agencies, during the XIX century and the first half of the XX century. Taking as based an international context for the Cost Rican printed advertising studies in the first half of the XX century. There is a particular interest to relate some of the general developmental trends of the international advertising with the Costa Rican advertising that took place in the same period. All of this was done in order to illustrate the fact that the advertising that could be read in the newspaper of the country, followed in general terms, the same developmental guidelines of the international advertising led by advertisings agencies of the United States. It also established some of the creational backgrounds of advertising agencies in the country, focused more over in the first one, which was A.H. Gamier & Co. agency founded in 1921. [ABSTRACT FROM AUTHOR]

Purpose – The empirical, cross-national study reported here examines how time orientations influence attitudes toward advertising in two emerging Asian economies with very different background and time orientation, namely Macau and Georgia. The paper aims to discuss these issues. Design/methodology/approach – Questionnaire was used as an instrument to conduct a survey for the study. The questionnaire design was adapted from Rojas-Méndez et al. study. The two samples were collected through either a drop-off-and-pick-up method or street-intercept interview. Findings – Georgians are found to be more past oriented and had had more suspicious feelings about advertising whereas Macau data indicated more future-orientation was the most dominant dimensions and they had better dispositions towards advertising. Practical implications – With the findings, managers of different time orientation markets can consider one more factor to strike for the optimal balance in placing their promotional budget between pull and push strategy, and between above-the-line and below-the-line activities when executing the pull strategy. Social implications – Government of different time orientation can be more informed of the effectiveness of using advertising to communicate with its citizens in its culture. Originality/value – Studies on how time orientation relates to attitudes toward advertising are few and such relationship appears to be never compared within two Asian countries with very different background and time orientation. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação, Mídia e Consumo is the property of Escola Superior de Propaganda e Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)