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Mindful International Advertising:

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ISBN-10: 3838103947

ISBN-13: 9783838103945

Edition: 2009

Authors: Patrick Chab

List price: $100.00
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Description:

When a movie ad that was crafted in the domesticmarket is extended to foreign markets, these audiences arelikely to interpret the ad differently than the audience in the domesticmarket. The cultural variance in audience interpretation limitsthe ad's persuasive power in foreign markets. Mindful advertising approaches, which segment cultural markets, use newinformation about foreign markets and recognize local audiences'alternative perspectives, minimize the interpretative variabilitybetween advertisers at the studios and audiences fromdifferent cultures. Based on this premise, this study examines themindfulness of the Hollywood major studios' advertising campaigns.Patrick Chab analyzes the…    
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Book details

List price: $100.00
Copyright year: 2009
Publisher: Lightning Source Inc
Binding: Paperback
Pages: 152
Language: English