Ingomar Kloss Livres

The first volume of this reader focused on advertising conditions in various countries, including Australia, Belgium, Finland, France, Germany, India, Japan, Russia, South Africa, Taiwan, and the USA, along with Marieke de Mooij's chapter on cultural impacts. The second volume expands on the theme of "Advertising Worldwide" by exploring additional significant countries and their unique advertising structures. Authors were tasked with addressing key questions regarding social, cultural, or religious features of advertising practices, taboos, legal restrictions, and existing advertising infrastructure, including institutions and federations. They also examined the availability of media, methods for collecting advertising data, targeting specific demographics, and media preferences. Analyzing the chosen countries across both volumes reveals that the primary concern in advertising strategy is not the theoretical debate between standardization and differentiation, especially for consumer goods. Instead, the practical necessity of adapting to the specific advertising conditions in each country prevails. Consequently, a standardized global or multinational advertising campaign is more of an exception than the norm.

This book addresses the following What are the social, cultural or religious particularities of advertising and advertising practices? Are there any taboos? What about legal restrictions? How is the advertising infrastructure? Are there any institutions, federations or boards of advertising? How are media data collected? How can specific target groups be addressed? Are there any specific habits in using media? Specialists from Australia, Belgium, Finland, France, Germany, India, Mexico, Russia, South Africa, Taiwan, and the USA provide comprehensive information on advertising conditions in their countries.

Die kritische Auseinandersetzung mit Werbung und Werbebudgets, ausgelöst durch eine Werbekrise, steht im Mittelpunkt dieses Buches. Es bietet ein praxisorientiertes Konzept zur Verbesserung der Planbarkeit, Steuerbarkeit und Kontrollierbarkeit von Werbung. Durch die Systematisierung der Werbeprozesse und die Anwendung von Controlling-Instrumenten wird ein effektives Werbecontrolling entwickelt. Fallbeispiele verdeutlichen individuelle Lösungen in der Praxis und machen das Buch zu einer wertvollen Ressource für Lehrende, Lernende und Unternehmen jeder Größe, die in der Werbebranche tätig sind.

Gegenstand dieses Werkes ist die Werbung als der wohl exponierteste Teilbereich des Marketing. Es stellt anhand einer Vielzahl von Beispielen problemorientiert die Interdependenzen von Theorie und Praxis der Werbung vor. Fur Studenten und Kommunikationsprofis . "