What is this accent? Effects of accent and language in international advertising contexts

2021 ◽  
Author(s):  
Michel Laroche ◽  
Rong Li ◽  
Marie‐Odile Richard ◽  
Lu Xu
Keyword(s):  
International Advertising

Handbook of Research on International Advertising

2012 ◽  
Vol 31 (3) ◽  
pp. 681-682
Author(s):  
Stephanie O’Donohoe ◽  
Peter Neijens
Keyword(s):  
International Advertising

Consumer Perspectives on Standardization in International Advertising: A Student Sample

2001 ◽  
Vol 41 (5) ◽  
pp. 53-61 ◽  
Author(s):  
Klaus Backhaus ◽  
Katrin Mühlfeld ◽  
Jenny Van Doorn
Keyword(s):  
Student Sample ◽  
International Advertising ◽  
Consumer Perspectives

scholarly journals WORLD ADVERTISING MARKET: MAIN DEVELOPMENT TRENDS

2021 ◽  
Author(s):  
Larysa Chernyshova
Keyword(s):  
Digital Technologies ◽  
World Market ◽  
Target Market ◽  
Outdoor Advertising ◽  
Economic Relations ◽  
International Advertising ◽  
The World ◽  
Almost All ◽  
Integrated Or ◽  
Advertising Activity

The article defines international advertising as a process of communication and sales organization in foreign markets. The reasons for the intensive development of modern international advertising, including increased production and globalization of markets, reduced costs for packaging and labeling caused by standard approaches, the emergence of a global consumer segment, interpenetration of different cultures, introduction of common cultural standards, accelerated development of global media. The characteristics of evolutionary models of the advertising market are given. The advertising market is defined as a target market of marketing communications, which develops independently, with a system of economic relations between the participants of advertising activity and target consumers and functions in constant connection with the tendencies of the commodity market. It was found that the advertising market is developing in almost all directions, and new types of advertising (Internet, online technology) are characterized by a sharp rise in advertising, which led to the creation of a new type of advertising market - integrated or global advertising space. The modern tendencies of development of the world advertising market are analyzed, the structure of expenses for advertising all over the world is resulted. The strategic directions of development of advertising activity of the leading advertisers in the world market are analyzed. The influence of digital technologies, which continue to stimulate global growth of investment in advertising and transform traditional mass media, is substantiated. Promising directions of development of the main segments of the world advertising market are outlined, among them increase of expenses for digital advertising in the world, growth of a role of social networks and online video as a segment in the field of digital technologies, growth of expenses for mobile advertising, saving on TV and radio advertising. advertising market, the development of outdoor advertising based on the transition from addressing opportunities to expand the customer experience through technologies such as VR and face recognition, the outflow of advertising budgets for print media.

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