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Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms

Version 2 2024-06-03, 13:44
Version 1 2017-05-16, 15:29
journal contribution
posted on 2024-06-03, 13:44 authored by CJ Hughes, Michael PolonskyMichael Polonsky
This paper examines the information content of print advertisements for high involvement products in Australia, by Australian, Japanese and U.S. firms. Paired comparisons between firms found that the information in Japanese firms, Australian advertising is relatively more similar to information in Australian firms' advertising than is the information in U.S. firms' Australian advertising. Comparisons between the results of this study and previous works found that the information used in Australian advertising by both Japanese and U.S. firms differed from advertising within the two respective home markets. This may support the view that there is some localization of information taking place.

History

Journal

Advances in international marketing

Volume

12

Season

Volume title: New directions in international advertising research

Pagination

263-280

Location

Bingley, Eng.

ISSN

1474-7979

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal, C Journal article

Copyright notice

2002, Emerald Group Publishing

Publisher

Emerald Group Publishing

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