Marketing communications theory: what do the texts teach our students?
Article Abstract:
A review of 101 marketing communication articles reveals the five most cited ancestral communication theorists. Their works focus on the effects of marketing communication on individual audience members, the effects of single messages or campaigns, the significance of intentionality, and the co-orientational definition of communication. These themes are critiqued.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1995
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The A, B, Cs of advertising management: perceptions and practices of managers in Chile, Japan & the United States
Article Abstract:
This study attempts to shed light on selected aspects of advertising management in three countries: Chile, Japan and the United states, as perceived by practitioners. Prior research indicated a dearth of comparative work on this subject. Specific topics addressed include approving advertising, planning media, measuring effectiveness, and budgeting.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1998
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Marketing communications: examining the work of practitioners in the United States, Japan and Chile
Article Abstract:
A comparison is presented of the techniques used by corporate marketing communications practitioners in Chile, Japan and the US. Explanations for the numerous differences in practice are suggested, although it was also found that there were several similarities.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2000
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