Information content of advertising in the United States, Japan, South Korea, and the People's Republic of China

Article Abstract:

Diverse advertising patterns have been observed in the US, Japan, South Korea and the People's Republic of China. Whereas South Korean and Chinese advertising focuses on quality, American and Japanese advertising emphasizes performance and content. However, print media have higher information content than do broadcast media in all four countries. Although there are some similarities in the advertising patterns of these countries, the differences outnumber the similarities. Therefore, it is only logical to assume that the efficacy of an advertisement is relative and that global advertising is improbable.

Japan, International aspects, Asia, Asian advertising, Japanese advertising

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The importance of inner/other-directed personality factors upon innovative product acceptance

Article Abstract:

Innovators have been found to possess inner-directed personalities while non-innovators have been observed to exhibit other-directed personalities. For the innovators, experimentation with a newly-introduced product is not induced by any external factor. In contrast, non-innovators' decision to make a purchase is dependent on the approval of their reference groups. Thus, failure of direct promotional activities is highly probable in other-directed societies. International marketers should strive to reach the inner-directed segments of societies if they expect to reap tremendous investment returns.

Analysis, Consumer behavior, Target marketing

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Information content of television advertising in China

Article Abstract:

A content analysis of Chinese television commercials that were aired on Chinese national and local channels shows that more than half were classified as informative. The most frequent information cues were performance, quality and components or contents. The most informative advertisements were those for non-durable and drug products.

Television advertising

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